The Drum: Huggies pipes spend into addressable TV and microinfluencers in ‘super-premium’ diaper push

Excerpt: Huggies’ foray into the “super-premium” diaper market will be accompanied by a highly targeted media plan to reach an affluent audience – a move away from the Kimberly-Clark brand’s typical mass-reach strategy.

The unveiling of Huggies Special Delivery diapers marks the brand’s entry into the growing premium category within the baby sector.

Read the full piece, including insights on the media plan that Mindshare worked on, in The Drum.