Huggies® Makes a Splash With New Hygiene Mat


Kimberley-Clark‘s baby swimming brand, Huggies(R) Little Swimmers(R) is expanding
their range with the launch of the new Hygiene Mat  to keep children
clean and hygienic at the pool.

A first in the category, the new Hygiene Mat is a durable, non-slip mat which can be
used at the swimming pool or at the beach. It provides parents with a clean and hygienic
surface on which to change their baby or get their child ready for swimming.

The mat is machine washable and folds away into a compact waterproof bag for easy
storage and transport. It is available in frog or penguin designs to appeal to children.

Huggies(R) Little Swimmers(R) brand manager, Sarah Gamble, says: “Little Swimmers is
the biggest and most trusted brand in the baby swimming [ ]
category. We want to build on this by creating a range of innovative products that we know
parents will value, driving repeat purchase and increasing the frequency of baby swimming
which is ultimately our goal. The introduction of the Hygiene Mat is the first step in
achieving this.

“To make an impact at the start of the season we’re investing in a partnership with
Water Babies to offer consumers a free baby swim session with any two purchases from the
range; this will be supported in-store.”

Karen Pickering, Olympic swimmer and swim school teacher, will front the campaign and
create content for PR, online and digital takeovers.

The baby swimming category is currently worth GBP6.4m (Source: Nielsen MAT 27th April
13) and the introduction of the Hygiene Mat will see incremental sales increase to GBP500k
(annualised forecasts at MRSP).

Kimberley Clark

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