Huggies has joined forces with Mickey and Minnie Mouse to launch a range of nappies designed to keep "little groovers moving".
The campaign, by Ogilvy Sydney, demonstrates the benefits of the brand's new "MotionFlex" nappies designed to provide a snug fit for active babies.
The television commercial features a little girl dancing around with animated Disney characters which Kimberly-Clark marketing sector leader, baby and child care division Irene Anast said, shows that "little ones feel free to make every twist, turn and wiggle" with the new nappies.
"The introduction of Mickey and Minnie Mouse on Nappy-Pants follows consumer feedback via social media when asked which Disney characters they would like to see on Nappy-Pants," Anast said. "Being such well-known active characters, it seemed the perfect fit to feature Mickey and Minnie on the product and in the commercial."
The campaign will also include an online competition that encourages parents to record their little groover on the move, and tagging the Huggies Facebook or Twitter accounts with the hashtag #nappypantsdance. All participants will go into the draw to win a $5,000 Disney party pack.
The television commercial will be featured on popular television shows and, following the Huggies brand’s recent partnership with Disney Junior, the TVC will also feature on the Disney Junior channel. It will be supported by digital communications on Huggies Facebook, Instagram, YouTube and website.
