public relations: huggies super bowl

Description

Super Bowl ads are way down this year and cost $5.5M per 30 seconds. Many of the traditional advertisers opted out this year. Huggies, makers of diapers, is new to the Super Bowl. Now, thinking about the audience, is this the right connection? I know this is not an advertising class, but this program is a prime example of an integrated plan where PR plays a very big role. Today on Good Morning America, they reviewed advertising for the Super Bowl and highlighted this ad from Huggies. That is PR at work.

The campaign was announced on Jan 27th with a press release. (https://kimberlyclark.gcs-web.com/news-releases/news-release-details/huggiesr-brand-hero-newborns-never-first-ever-big-game) (Links to an external site.)

Here is an excerpt from the release:

“The commercial celebrates babies everywhere and aims to feature real game day newborns in the ad, leveraging user-generated content captured by families and shared virtually with the brand’s production team in a safe, responsible manner.

“This moment will provide Huggies with unprecedented reach and impact as we introduce our new creative platform and brand refresh in the United States,” said Rebecca Dunphey, President of Personal Care at Kimberly-Clark North America. “We’re rolling out the red carpet for game day babies and ensuring parents everywhere know that Huggies is their partner and guide to navigate all of the unknowns that babyhood presents.”

Review the release and discuss the following:

  • What role did PR play in this new Super Bowl campaign?
  • Review the campaign and discuss how the company is taking advantage of social/digital technology to actually create “real-time” ads.
  • What could go wrong? Name a possible risk in a real-time program of this nature on the national stage.
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