Huggies and Old Spice, brands that have in the past relied on television advertising, are deciding to skip the medium in favor of digital and print spots for some of their initiatives, Advertising Age reports. For Kimberly-Clark’s Huggies, the brand is focusing on digital ads for its Pure & Natural line because new moms are frequent Internet users, the trade paper says. Procter & Gamble’s Old Spice is trying a TV-free campaign, after some funny TV ads helped the brand rebound in December, the trade paper says.
—Aimee Picchi