Mums & Bubs is Born from Popular Parenting Website huggies.com.au
MEDIA RELEASE
18th APril, 2007 The amazing ground swell of traffic to huggies.com.au from mothers, mothers-to-be and of course, fathers, has provided a springboard to launch an exciting new television program in partnership with The Seven Network.
Since re-launching in March 2006 huggies.com.au has grown to become the “must visit” site for pregnant women and parents of children 0-3yrs. Attracting on average 160,000 unique visitors every month and an active membership base of over 117.500 mums.
Head of Marketing for Huggies®, Alison Holland, says “We’ve developed a very good relationship with parents through our site, particularly with new mums. We deliberately keep our product information to the background, our main aim is to provide a useful resource that parents will keep coming back to. We offer a great depth of editorial content, addressing the latest issues for parents and our “ask an expert” and “Huggies Forum” pages help to make it a vibrant, lively place for parents to visit, connect with others and become part of an on-line community.
“Based on the success of our site, we wanted to explore the idea of transferring our baby and childcare expertise into other mediums and so the concept for Mums & Bubs was born.
Alison added, “We worked with MindShare Performance who developed the concept for the TV programme and took it to The Seven Network. Much of the content for the programme has been developed from the site based on the types of stories and issues that resonate with the parents who visit out site”.
Via the Huggies website visitors can learn about each topic that’s covered by the programme and watch their favourite segments online. Plus after each episode, mums can chat online to one of the guests via the Huggies Website.
Michael Dawes, managing director, MindShare Performance said, “This is a great opportunity for Huggies® and although this will be a new programme, in many ways it already has a loyal and engaged audience base. Each week Huggies® will send an email to 250,000 baby club members, reminding mums to watch the show and make an “appointment to view.”
James Warburton, Network Director of Sales for The Seven Network says, "We are delighted to partner with Kimberly Clark Australia and bring the pertinent and relevant topic of mothers and their babies to television. This demonstrates our desire to bring the Seven Media Group into intrinsic relationships with our clients that provide solutions and communications to market beyond 30 seconds."
Mums & Bubs will be hosted by popular media personality and mother of two, Rachel Friend. The programme will air on Monday, Tuesday and Wednesday from 9.30am until 30th May.
Crows Nest Productions -, a company owned by Screentime Pty Ltd produced the programme on behalf of Kimberly-Clark Australia.
- ends - Huggies® Background: Huggies® Nappies were introduced in 1988 and are the number one choice for Australian babies*. All Huggies® Nappies are made in Sydney. Kimberly-Clark employs over 1,800 people in Australia and New Zealand. *Aztec Nappy Category market share Oct 2006.
Huggies Pull-Ups Training Pants were launched in 1993, and has been a popular choice in toilet training for over 13 years.
The Huggies® brand now also includes Baby Wipes, Change Mats, Little Swimmers Swim Pants, Baby Wash, Baby Lotion, Nappy-Pants, Pull-Ups® Training Pants and DryNites® Pyjama Pants.
Kimberly-Clark shares the community’s concern for the environmental impact of nappies. In order to minimise the impact of disposable nappies on the environment we use renewable fibres and all Huggies® Nappies are hydrogen-peroxide bleached – not chlorine bleached. Reducing the bulk of our nappies has also helped to reduce overall waste. For more information please visit www.huggies.com.au/OurProducts/TheEnvironment.asp ®Registered Trademark Kimberly-Clark Worldwide, Inc. Kimberly-Clark Australia 52 Alfred Street, Milsons Point NSW 2061 Download a copy of this Media Release now Download High Resolution Images now Request a copy of Episode 1 from Cassandra Casey (details below)
______________________________________________________________________________ For further information contact: Cassandra Casey Simon Francis
Public Relations Manager, Baby Care Division Director of Corporate
Kimberly-Clark Australia Development
Mob: 0411 194 199 PH: (02) 9528 5913 The Seven Network
PH: (02) 8777 7162
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