Kimberly-Clark is asking that, using their online application, mothers submit a proposal for an innovative product that meets a previously overlooked parenting need. The company has $250,000 in grant money to award, with a maximum of $15,000 assigned to any one individual proposal.
One might think that a diaper company’s contest would be more along the lines of a mother-and-child photo contest, but no. With its new grant program, Huggies is targeting the working mom; a target group largely forgotten by companies marketing childcare goods.
It is decidedly unclear whether or not the Huggies’ money will, in fact, bring a new product to full fruition. Regardless, the campaign goes beyond the search for childcare product innovation– it serves to highlight the Huggies consideration of working mothers.