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In 2015 Huggies decided to step aside from the communicational race against Pampers, which was based on product advantages. Instead, the brand started building trust relationship with consumers, speaking about emotional values of Huggies: the power of Hugs. The brand focused its efforts on the POME subcategory, because the first embraces are the most important and memorable. To convince the Ukrainians of the healing power of hugs to change lives, the brand decided to bring embraces to those who were deprived of them: babies left without mothers and prematurely born babies. As a result of several emotional campaigns the brand gave hugs to hundreds of babies, and the Ukrainians acknowledged Huggies as #1 brand in Ukraine.
