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Posts Tagged ‘Kimberly-Clark Corp.’

Huggies Pregnancy Belt for Men Lets Dads Feel Their Babies Kicking

Just in time for Father’s Day, Huggies and Ogilvy & Mather Argentina have made a belt for fathers-to-be that allows them to feel their unborn baby’s movements. The device was created as the focal point of a video greeting card released by the agency in celebration of Dad’s special day.

Here’s how the belt works: One belt is worn by the expectant mom, and contains electronic sensors that detect the baby’s movements in the womb. The signals picked up by mom’s belt are then then wirelessly transmitted to the band strapped around dad’s belly. LED lights and small motor vibrators create visual patterns and short, strong impulses to let the father feel and see the baby move in almost-real time.

Eric Bruner, a spokesman for Kimberly-Clark, parent company of Huggies, told TODAY Moms, “We think it’s a new and different way for dads to experience the emotions of pregnancy and it’s certainly worth highlighting in this special time of year.”

While we think this is a totally awesome concept and were very moved by the sight of men getting teary-eyed with wonder while wearing the belt, we were really bothered by the first line of the commercial, a grudging-sounding “pregnancy was always about her. That’s why at Huggies, we did something special to compensate fathers.”

It makes it sound as if women purposely stole all the glory (and discomfort and pain) of baby-making just so that we could bask in the spotlight. So Huggies, heroically leveling the playing field, decided to offer a way to let pregnancy-hogging women share the joyful and magical part of the experience. But morning sickness, ankle-swelling and labor? We can keep those. Read more

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Tony Siragusa Depends on Humor to Sell Adult Diapers

Let’s face it: the marketing industry is partially responsible for promoting the stereotypes that we all seem more than willing to embrace. Real men are interesting, handsome and confident. Real women are sexy, supportive and apparently love to do laundry. And then there are the rest of us, the real people.

Brands want us to think that we need their products to land that dream job, take that dream date home to bed or be that perfect parent to our children. Reality, of course, is much more complicated. Unlike the actors in commercials, not everyone in life has straight teeth, perfect hair or the driving ability to park an SUV atop a mesa.

Marketers, of course, believe that by selling us a varnished version of our tarnished real lives, the public will gladly hand over its money for a taste of the life exalted in the advertising. And that’s fine. This is how human beings have sold products to each other for centuries. This dynamic, however, may be changing. In many respects, the public is becoming more self-aware and self-accepting. The public wants models that look more like regular people and products that don’t specifically target stereotypes of men or women.

The public also wants brands to recognize our humanity, and that humanity includes our need to be old, vulnerable and far from perfect. Enter NFL star Tony Siragusa, the new face of Depend Guards and Shields—products aimed at men with bladder leakage problems. You heard that correctly, leakage. It’s not a word many advertising copywriters would circle and say, “Let’s leverage the power of this word.” Read more

Roll Call: Primary Wave Music, CarrotNewYork, Kimberly-Clark Corp. and More

One of the initial founding members of Primary Wave Music, Justin Shukat, has been appointed to president of Primary Wave Music Publishing. Shukat has been working in the music industry for over 18 years, and since 2006 he has focused on developing and diversifying the company’s publishing division following its purchase of the Kurt Cobain catalog and others. Shukat will also continue to hold his original role as general manager of Primary Wave Music, working to promote the company’s current roster of songwriters and producers, connecting management with other top creatives in the industry, and managing all areas of Primary Wave’s synch exploitation. (Release)

Julie Livingston joined CarrotNewYork as senior director of client development. In her new position, Livingston will expand the agency’s corporate client roster, which currently includes Colgate Palmolive, Reckitt Benckiser/Lysol brand, Softsoap, and VISA. She will report to Jane Meyer, senior vice president, Client Development. Most recently, Livingston was director, Business Development and Accounts at Child’s Play Communications, a boutique public relations agency that specializes in connecting companies with moms. Prior to her work at Child’s Play, she was senior director of PR for the Toy Industry Association a trade group representing North American toy makers. (Release)

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