Huggies® Wipes

The Tiniest Footprint Mission


For more than a century, Kimberly-Clark has maintained its position as a world-leader in family care by carefully choosing and continually re-evaluating the materials and processes it uses to meet the needs of customers.

In 2019 amid growing concerns about the environmental impact of baby wipes, Kimberly-Clark decided that Huggies® should take a leadership position on sustainability.

Working with leading academics, suppliers and NGOs, Huggies® began to research and develop new materials and processes to reduce and ultimately eliminate plastic from its products and to make all packaging recyclable.

To symbolise these aims, the Huggies® Tiniest Footprint™ Mission was created.

Our challenge was to tell the story of this mission with impact, eloquence and authenticity.


Made with 65% skin-loving natural fibres, Huggies® Baby Wipes already contained up to 50% less plastic than other leading brands. Huggies research proved that simply by switching to Huggies® a household could reduce its plastic consumption by the equivalent of 63 plastic bottles a year*.

*Based on 500ml bottles.


Our strategy was to give people a tangible reason for switching to Huggies® Baby Wipes by making this figure the centrepiece of our communications . Working closely with the Huggies® marketing and legal teams, we drafted a manifesto around this central claim. From here, we developed a campaign that would communicate the Huggies® Tiniest Footprint™ Mission to the following audiences:

  • Consumers – ie: Parents with children 0-4 years old
  • Leading retailers
  • Stakeholders such as journalists, NGOs and Governments

Dedicated web pages on were created, along with an on-site video.
Despite being produced on a minimal budget using stock video footage, the video proved such a hit with the Huggies® team, they decided it should run as a cinema ad at special mother and baby screenings nationwide (This was a media first for RocketMill).

Facebook and Instagram videos followed, tailored both for prospecting and retargeting purposes. These messages were supported by short-form, in-feed and story videos which focused on individual campaign messages, opening into Facebook’s instant experience which allowed us to showcase more information about the Tiniest Footprint mission. This created a fully integrated campaign structure that gave the Huggies® Tiniest Footprint™ Mission national presence at a minimal cost.


Huggies Tiniest Footprint key visual

Tiniest Footprint Mission video

Tiniest Footprint Instagram Carousel


The Huggies® Tiniest Footprint Mission™ continues.

Kimberly-Clark remains committed to eliminating plastic from all Huggies® Wipes within the next five years.

Due to the high level of engagements with our creative, we were rewarded with a lower CPM, meaning we were able to show more people within our audience the Huggies® Tiniest Footprint™ Mission.