Camo for a Cause

Campaign Description:

Huggies brand has announced Camo for a Cause, a donation of five million Huggies Little Movers Camo Diapers to military families across the country between Memorial Day and the Fourth of July. Huggies brand is also supporting the National Fatherhood Initiative’s Military Fatherhood Award™. A Facebook contest profiles dads that go above and beyond the call of duty as a serviceman and as a dad. For each vote received, Huggies Every Little Bottom will donate a diaper to the National Diaper Bank Network to support a baby in need, along with providing 100,000 Camo diapers to the winning dad’s military base.

Our Take:

Huggies is putting a cause marketing wrapper on this philanthropic donation of diapers, which doesn’t appear to be triggered by any consumer activity, as is typical in this type of consumer products campaign. The brand seems to be expanding its target market beyond moms to include dads via this effort as well as a dad-targeted contest on its Facebook page.

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