Huggies® Dry Comfort has embarked on a campaign to create awareness of the brand within the township areas of Gauteng; Kwa-Zulu Natal;and the Western Cape. Earlier this year, Huggies® focused on increasing its footprint into the traditional trade, and has now moved on to increasing awareness through a mobile and interactive sampling experience.

This campaign will run from July to November at selected clinics; hospitals; crèches; shopping centres; taxi ranks; spaza shops; and township events. “The aim is to emotionally support moms, who have very limited access to information in the rural areas, through baby and childcare information and product sampling provided in a fun and interactive way,” says Edme Brink, Brand Manager of Huggies® Dry Comfort. “Supa Gogo will be at all events, educating and supporting moms by giving them credible advice,” says Brink. In addition, she will have an assistant who will facilitate the fun part of the promotion, which includes a beautiful baby photo competition and a "win and spin" competition. Demonstrations will be done to show the functional benefits of Huggies® Dry Comfort, and moms stand the chance of winning great prizes such as Huggies® hampers; CDs; and branded clothing.

Huggies® believes that it is very important to educate moms on the advantages and benefits of disposable diapers. In the rural community, there are moms who still make use of the traditional cloth nappy, and disposable nappies are viewed as a status symbol because they are perceived as expensive. “Huggies® Dry Comfort would like to break out of this mould and let moms know that our nappies are a good investment for their babies, as well as convenient and better for their baby’s health and well-being,” says Brink.

Huggies® Dry Comfort, winner of the Product of the Year Award in the Diaper Category in 2009, is a must-have in all shopping trolleys. With features like the new leak-guard waistband and its triple absorbent core, Huggies® Dry Comfort keeps baby dry throughout day and night. The cloth-like outer cover provides the essential fit, while the super absorbent lock-gel draws wetness away from baby’s bottom, locking it away from baby’s skin. The lock-gel is spread throughout the nappy for better absorbency, which means that the nappy can absorb for up to nine hours.

Huggies® Dry Comfort is available in all local retailers in the various pack formats and nappy sizes. Huggies® Dry Comfort ensures that mom and baby have a fun-filled day and a good night’s sleep. “With the new leak-guard waistband and the activities undertaken to educate and support moms, they are guaranteed to sleep better knowing that Huggies® is looking out for their best interest,” concludes Brink.