Jeans are the most popular clothing item in the world. 40% of mothers wear them most days of the week and 57% of children get their first pair before they are six months old.
It’s not surprising then that the Huggies company launched a limited edition diaper called Little Movers Jeans. The company’s new mantra for the little ones is "It’s never too early to be fabulous."
Stuart Schneider is senior brand director of Huggies. He stated: "Jeans have always been a Mommy fashion must-have, but now it’s time for their little ones to steal the style. The design helps babies stay trendy while keeping dry with the same revolutionary design and proven leakage protection that moms have come to know and trust from the Huggies brand."
The new diapers have a denim design and will be sold in Canada and the United States throughout June and July.
There is an extensive ad campaign in the works. A press release issued by parent company Kimberly Clark explains: "Utilizing the same tactics as a fashion brand, the team is incorporating a mix of marketing elements that include fashion shows, celebrity partnerships, social media, public relations, digital and e-commerce partnerships, TV, mall and Internet advertising, as well as highly visible and unique in-store displays and cross promotions."