Huggies has launched a month-long five-city tour that celebrates its 30th anniversary and the moms who support the brand. Called the Generation Huggies Program the tour officially debuted on Friday Oct. 3 at the Union Square Autumn festival in New York City. Celebrity mom Alison Sweeney of “The Biggest Loser” and “Days of Our Lives ” made an appearance on Oct. 4 and the tour made its way to three high-traffic locations reaching nearly one million people. The tour will make three-day stops in Chicago Dallas Orlando and Philadelphia.
As part of its strategy to listen to and recognize today’s moms Huggies is encouraging women to create 60-second videos of their experiences as moms at video creation stations at each of the five tour stops or directly at a microsite generationhuggies.com. The women also will participate in the selection of 30 videos that will be featured in a national online ad campaign early next year. A sweepstakes offers the chance to win $30 000. Moms are also encouraged to join the Huggies Baby Network where they will receive Huggies product information news tips and special offers.
Local mom bloggers from each city are on-site capturing photos and recounting stories for other moms in the community. Huggies also is encouraging women to join Generation Huggies circles a social network it created for moms via themotherhood.com.
“We wanted to grow our emotional bond with this generation to ultimately help sell more of our products—diapers wipes bath & body and Little Swimmers ” Huggies brand manager Craig Wanous told Buzz. “We believe this program succeeds at doing this by leveraging our 30th anniversary in a way that will be appealing to Gen Y/Millenials with a rich consumer event experience. With the Generation Huggies Program the brand is serving as a catalyst to capture the voices of mothers today. We want to hear from real moms about their very real experiences with motherhood.” Agency: Mr. Youth New York City.