Together with the client and Aguila Descalza we wrote “In Diapers” that told the evolution of Huggies from the start of time to the present day, when Huggies exemplifies diaper perfection.To promote the play we took to the streets with loudspeaker cars, placed posters and flyers at point of sale, and used radio to drive the message across the region.

Rather than get people to pay in cash to see the play, we substituted ticket sales for product sampling. In order to secure two tickets for In Diapers, people had to buy three packs of Huggies.

With the audience collapsing in laughter, the play – over 90 minutes of branded content – cast Huggies as the central character, a brand who the audience took to their hearts as truly Colombian.

The immediate impact of the play: • Five full-scale theatrical performances - all sold out.

• 5000 Colombians saw the play and become brand advocates• 15,000 packs of Huggies sold through ticket sales.

• The originality and popularity of the play generated enormous press coverage The long-term effects were more significant. Following In Diapers, top of mind awareness for Huggies increased from 15% to 27%, and sales of Huggies in the region increased by a massive 23%.