Huggies Gives a Pack at Walmart

Patrycja Malinowska
Associate Director - Content, P2PI
Patrycja Malinowska profile picture

Kimberly-Clark’s Huggies tied in to National Diaper Awareness Week, observed Sept. 21-27, by staging a cause campaign to drive sales at Walmart.

The brand pledged to donate a case of diapers (up to 5 million diapers) to a struggling family through nonprofit National Diaper Bank Network (NDBN) for every specially marked package purchased at Walmart during the month of September.

A “Buy a Pack, Give a Pack” aisle violator supported in stores. Huggies also used its broader campaign #HelpingHugs to plug the initiative via social media with activity that included an animated video posted both as the brand’s Facebook cover and a Sept. 10 Facebook update.

On, a home page carousel ad spotted on Sept. 21 plugged the account-specific initiative, inviting consumers to “change a life” while depicting Huggies Little Snugglers and Little Movers packs. The ad’s “shop now” button linked to a dedicated e-commerce page corralling various Huggies SKUs.

The e-commerce page also offered bundles of Huggies Little Snugglers and Abbott Laboratories’ Similac. The bundles quickly sold out with support from a cross-merchandising incentive delivering account-specific rewards in the form of $15 Walmart gift cards with each purchase. Huggies concurrently incentivized its own bundles and economy packs with additional store gift cards of up to $30, although those were not included in the promotional e-commerce page.

“Raising awareness for diaper need is more important than ever before given the COVID-19 crisis,” said Huggies North America general manager Robert Raines in a media release. “… 2020 will mark our biggest donation year to the NDBN in the brand’s history through our #HelpingHugs campaign.”

As founding sponsor of NDBN, Huggies commits to donating 20 million diapers and wipes annually and has donated more than 220 million diapers and wipes to date, according to the release.