Original Play

In Colombia, Huggies is perceived as an expensive "gringo" brand that means little to Colombians. Huggies faced strong competition from two local brands - Pequenin and Winny - with an aggressive TV strategy in markets where traditional purchase habits were very hard to change.

Nowhere in Colombia is this more relevant than the Coffee Region - the area Huggies decided it would target. As the Coffee Region had always been fruitless for Huggies, the brand insight was to find a regional icon that could carry the brand message. Huggies research revealed that the people of the Coffee Region ("paisas") have a great sense of humour. This sense of humour is encapsulated by the cult following that the comedy group "Aguila Descalza" (Barefoot Eagles) enjoy, selling out shows in minutes.

Having been around for 20 years, Aguila Descalza are something of an institution - a perfect fit for a partnership with Huggies. The crew of Aquila Descalza were approached and, with Huggies, created an hour-and-a-half play called "In Diapers". The show was a comedic history of diapers, from Adam and Eve to Huggies' modern day product. Supported by local radio, a loudspeaker car and a poster campaign the six shows sold out. Promotional offers were also used: if people bought three packs of the product they would receive two tickets to the show.

All through the show the artists spoke of the brand values and explained the benefits of Huggies. The result was sales in the Coffee Region increased 23%. The TOM increased from 15% to 27%.