Huggies Baby Show Series

Huggies Nappies is Australia’s leading nappies brand. Experiential is a key element of the marketing mix in order to ensure Huggies is top of mind for pregnant women and new mums as a leading baby care brand.

It is necessary for the Huggies brand to tangibly educate mums on the differences between its nappies and competitors nappies, as well as the usage differences between the various parts of its extensive product range. Finally, Huggies needs to continue to build direct and intimate conversations with mums, with recruitment of Huggies Baby Club members a constant priority.

Huggies has partnered with bgb as its experiential experts since 2010. In addition to the creation of the ground breaking Huggies Lounge, bgb has developed a bespoke strategy for Huggies at targeted baby shows at which mums and mums-to-be are in attendance. The objective is for Huggies to be a must-visit, differentiated experience within this highly competitive and busy environment, delivering both a consummate rational and emotional brand experience.

bgb designed and built a bespoke stand that encompasses the distinctive Huggies “hug” branding device. The eye-catching Huggies stand strongly differentiates and engages, as well as offering a highly practical operational experience for all important sampling and product demonstrations. bgb manages all negotiations and entire management of the respective baby shows on behalf of the Huggies team.

Huggies and bgb delivered a must-visit experience that touched tens of thousands of mums and mums to be throughout 2015.


Endless supply of Carman’s Muesli Bars, Cadbury Favourites, Bottled Water and a sit down if you can find a seat.