What was needed

1. Infant Care (Huggies): Huggies Europe build the marketing collateral and co-ordinated a number of marketing activities across Western Europe. The European country teams used the collateral to develop their own country-specific marketing material. This electronic material, however, was kept at country level and not shared amongst the teams.

2. Child Care (DryNites, Pull-Ups and Little Swimmers):

• DryNites: were re-positioning their night-time, absorbable pants from a 'clinical problem' to a 'developmental maturity' position
• Pull-Ups: packaging had dated, 2D images of Mini and Micky Mouse on the packs and pants, these needed updated in-line with an upgrade of the packaging graphics
• Little Swimmers: a European, generic product-filled Point of Sale (PoS) unit was needed for use across Western Europe - with very specific and widely differing retailer specifications on the height, size, weight of the unit, as well as which pallet type and size could be used

What we did

1.Huggies

• along with a website design agency, we developed a unique, bespoke database intranet website where we were able to store: the marketing collateral developed by the European Head Office; the marketing materials developed by the country team; and all competitor activity and material located by country. This website was made available to all marketing teams within Western Europe, as well as the US Head Office. Marketing teams could download hi-res images and adapt them for their country use.

2. Child Care

•  we worked with the website design agency to develop a dual-functionality website, in line with the new positioning. The website had a 'parents' section that helped them understand that bedwetting was not the child's fault, but rather that each childs bladder functions develop at different ages. The 'children's' section used much simpler language to help the child understand the normality of their situation.
• we negotiated new 3D images, with Disney UK, adapted from their style guide. These images were used to reflect the playfulness of children in their toddler years.
• we worked alongside a PoS design agency to design and build a PoS unit that integrated all the specific elements needed to build and confirm to required standards.