The Brief: To create a campaign for a global brand that would not have been possible five years ago.

In the last five years there has been a boom in luxury baby products, with it being possible to spend hundreds for pounds on something that lasts a few months. This range of Huggies® will saterize this new trend.

I propose a new range of nappies called Hug by Huggies® that are gender specific and seemingly luxurious. The product will remain the same inside and be the same price, only the packaging will be different.

The package

The box will be made out of a stiff card that has a matt finish. This is to simulate a luxury over practicality aesthetic; much like expensive baby clothing. 

The main advertising for the Hug by Huggies® range will simulate avertising campaigns that luxury fashions brands produce. That means it will only consist of print based visuals.