Huggies is targeting Hispanic parents with a campaign featuring Mexican TV personality and father of two, Poncho de Anda.
The effort includes a webisode series on Huggies Latino Facebook page featuring behind-the-scenes look at the family's busy life. The series will feature the experiences of de Anda, his wife Lina Amashta, and their two children (ages 2 and 10 months) as they deal with the challenges that come with being a parent.
De Anda is the host of Univision's "Dale con Ganas" and the co-host of Univision's highest-rated Spanish language morning show, "Despierta America."
The Facebook page also will feature additional videos that will be gradually released and feature “parenting moments.”
Also on the Facebook page, parents can become fans and share tips and stories with other Huggies parents and also give feedback on how they've put new and improved Huggies diapers and wipes to the test for a chance to win a fully stocked Huggies diaper bag.
In addition to the partnership with Poncho de Anda, Huggies is launching a full Spanish-language marketing campaign including TV, print and online advertising.
"By documenting Poncho and Lina's parenting experiences and giving others the opportunity to watch, relate to and learn from them, we hope to give Hispanic parents a sense of empowerment and connectedness," said Erik Seidel, vice president, Huggies marketing, in a release. "Poncho and Lina have unique insights to offer on keeping up with busy careers and still making time for their family, and they can also show others how some of our new and improved products can help make their lives a little easier."