Little Swimmers® Getting Back in the Pool

Jul 15, 2013, 06:21 ET from Kimberley Clark

LONDON, July 15, 2013 /PRNewswire/ --

Category leader, Huggies® Little Swimmers®, is launching a campaign in partnership with the UK's largest swim school network Water Babies to encourage parents to get their little ones back in the pool more often.

The first stage in the partnership is a promotional activity to offer consumers a free baby swim session with any two purchases from the Huggies® Little Swimmers® range. The campaign will be delivered via PR, digital, mobile, pay-per-click and direct mail. For a category first, the campaign will use geotargeting to reach out to shoppers when in the vicinity of a store.

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

Huggies® Little Swimmers® brand manager, Sarah Gamble, says: 'As category leaders and mums' most trusted swimming pants, we're incentivising parents with our highest value promotion to date. The promotion with Water Babies offers everyone a free swim, worth over £15, with two purchases from our range.

"Our research shows that parents are taking their babies swimming, but a third are doing so only once a month or less due to the hassle factors involved. We are responding to consumers' needs by developing innovative solutions to make swimming a more hygienic, stress-free experience. Our range is set to expand over the next few months beyond disposable swim pants to meet these needs.

"The campaign is designed to drive footfall in store which means it is essential for retailers to stock up on the range."

Huggies® Little Swimmers, the first disposable swim nappy, is made from a special absorbent material that stops the nappy swelling in the water and feature unique leak guards to help prevent accidents in the pool. Designed to make change time hassle free, it is the only swim nappy with easy open sides.

Issued by Beattie Communications on behalf of Huggies®.

Product range:

    Huggies Little Swimmers   Huggies Little Swimmers   Huggies Little Swimmers
    Size 2-3                  Size 3-4                  Size 5-6
    3-8kg                     7-15kg                    12-18kg

About Kimberly-Clark

Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 175 countries. Every day, nearly a quarter of the world's population trust K-C's brands and the solutions they provide to enhance their health, hygiene and well-being. With brands such as Kleenex, Andrex, Huggies and Pull-Ups, Kimberly-Clark holds the No. 1 or No. 2 share position in more than 80 countries. To keep up with the latest K-C news and to learn more about the company's 140-year history of innovation, visit


SOURCE Kimberley Clark