Kimberly-Clark, in partnership with Cartology, has implemented what is said to be Australia’s first “touch and feel” point of sale baby aisle campaign to support the new Huggies Pure and Sensitive nappies.

According to a statement, the innovative use of retail media brought the product’s key benefit “to life”, inviting customers to physically interact with the brand at a critical moment in their shop. 

The campaign featured a unique ‘touch-and-feel’ aisle fin with a tactile cloud cutout, allowing customers to feel the softness of the new nappies, which are designed specifically for sensitive skin. Recognising that 87% of nappy purchases are pre-planned, the in-store experience is complemented by a targeted pre-store EDM loyalty offer, ensuring Huggies Pure & Sensitive is top of mind before shoppers even begin their journey. The full-funnel approach, which included FOS screens and other online assets, saw brand creative emphasise the premium features and benefits of the new range.

The campaign has delivered “exceptional” results, says the statement, with key metrics demonstrating the “power of this immersive strategy”. The activation saw a 20% customer uplift and a 25.5% units uplift versus the prior period, as well as a 13% sales uplift and an “impressive” 11.7 million online impressions.

Robbie Lawson, Cartology’s General Manager of Client Partnerships and Strategy across Everyday Needs, says this campaign is a fantastic example of strategic partnerships, customer insight and innovation coming together.

“By working closely with Kimberly-Clark, we were able to create a unique omnichannel experience that connects with customers, not just through media, but through a meaningful in-store interaction,” he says.

“This is what truly effective, omnichannel retail media looks like, and we’re thrilled with the results.”

Kimberly-Clark Head of Shopper Experience Rebecca Morley says the company’s commitment to innovation goes beyond just the product; it’s about how it connects with parents and raise awareness for a solution that genuinely addresses a need for sensitive skin.

“This campaign gave us a powerful way to test and learn with a new format that puts our product at the very centre of the customer experience, and the success of the tactile aisle fin proves that great ideas, combined with strong partnerships, resonate,” she says.

The announcement follows the launch of Cartology’s new in-store screen network, delivering over 14 million customer impressions weekly.