Multiply Behind New Huggies Campaign

Marketing communication agency Multiply has created a new campaign for Huggies® Super-Dry nappies.

The fully integrated ‘Everyday Discoveries’ campaign, developed in conjunction  with Biss Lancaster, Mindshare and Hyper invites parents to upload photographs and video clips of the everyday discoveries their child has experienced. 

The entries are featured on an interactive gallery ( and short listed families are invited to attend exclusive events in Manchester and London, with the final 10 winning babies featuring in a unique story book penned by Disney artists. 

Multiply co-ordinated marketing activities for a full press campaign, rich media online advertising and a targeted electronic direct marketing campaign to Huggies® Club and members. 

To date, the promotional site has received over 15,500 visits. Multiply director, Kate Fenton, said: “Our brief was to transition mums through a product change on Huggies® Super-Dry using exciting communication focused on the benefits of the new product. 

“From the age of 3-12 months babies ‘wake up’ as their world comes into focus, objects take on meaning and colours come in to play, as they start making everyday discoveries. 

“Our final creative theme communicated the brand as ‘Baby Approved for Everyday Discoveries’, giving babies the freedom to discover the world around them whilst staying comfortable and dry. 

“We’ve launched a fully-integrated marketing campaign based around this core insight with targeted bursts of activity running until late January. The campaign stats are very encouraging and it appears to be hitting the mark with the target audience, with impressive participation figures on the core competition.” 


Note to Editors 

Founded in 2003, Multiply is Scotland’s largest independently owned marketing communications agency and is based at 23 Alva Street, Edinburgh, EH2 4PS. 

The agency work on a wide range of innovative campaigns for clients including Highland Spring, RBS, Standard Life, Huggies, Pilsner Urquell, Highland Park and The Macallan. 


Issued on behalf of Multiply by Sure Public Relations. For further information please contact Stephen Rafferty on +44 (0)7980 598764 or email





Contact: Stephen Rafferty
Phone: +44 (0)7980 598764