Huggies is upping their fashion quotient (after all, they now have to compete with Ed Hardy diapers) with the US launch of Little Movers Denim Jean Diapers, a diaper with a printed pattern of simulated denim that includes stitched seams and back pockets. The stylish disposables have already been around in several other countries, including Israel, Mexico Singapore and Russia.
Baby Gaga.To help launch the new product, JWT New York has created a new 30 second television spot. The tv spot doesn't mince words, instead they give us the straight poop, so to speak.
The New York Times says:
While the jeans diaper commercial, which is scheduled to run on May 31, was accepted by 13 networks, including NBC, TNT and E!, three others, ABC, ABC Family and Sprout, objected to screen text at the end of the spot that included the word “pooping,” according to Huggies. (The brand did not seek to advertise on either CBS or Fox.) For those networks, the text was changed to, “When you gotta go, go in style.”
Below is the launch spot for Huggies Little Mover Jeans in Denim, which has the tagline "I poo in blue".
