Huggies Makes a Special Delivery at Target
As part of efforts to elevate the launch of its Special Delivery diapers at key retail partner Target, Kimberly-Clark's Huggies tapped Geometry to stage two experiential events in the retailer's home market.
Leveraging the insight that beautiful photography of children is important to new parents, especially Millennials, the events appealed to the target consumer by providing professional family photography services at no charge.
A few blocks from Target's flagship Minneapolis store in Peavey Plaza, a custom “mobile portrait studio” van set up shop as the centerpiece of the event. Painted black to reflect the line's aesthetic, the van was covered in Huggies Special Delivery and "only at Target" branding.
Path to Purchase Institute members can learn more about the event and view a full photo gallery on p2pi.org.