For this campaign I mainly have 3 objectives.

 

The first is to generate Pure and Natural brand awareness. We want to get as many people to know about our product as possible.

 

The second is to generate excite and buzz around the product.

 

And the third, which is our main objective to introduce Hayoa Miyazaki's Totoro to peopl as a new mascot to Huggies Pure and Natural.

 

Pure and Natural has always used Winner the Pooh and his many friends as the images for the diapers. But this campaign will introduce Totoro and show how he can be included into the brand.