Moms are Cheeky--When It Come to Little Butt Cheeks

I've never quite "separated." That's a key psychological stage of mom & child development, and that's how you might describe me as it relates to the new mom target market. I loved working in the new mom market for so many years. So when I see a new campaigns targeting new moms--I get curious. Huggies new multi-platform campaign has caught my attention. It's a wonderful example of interactivity and energy. The cheeky tone of the campaign is a refreshing departure from much of new mom advertising.

It's always amazed me how new moms are such a positive, energized group. When they are in their Mom-centricity mindset, they have a real appreciation for telling it like it is, yet few marketers have taken a playful approach in their communications. When asked to describe life with toddler, one of the biggest refrains I've heard is, "Hilarious." Playfulness is a top 10 trend for 2009 (Mintel), yet June Cleaver, sappy stereotypes continue to abound.

Kudos to Huggies on taking this very cheeky, playful campaign to new moms. It's hilarious!