Huggies is giving a new meaning to the term ‘baby blues.’

The Kimberly-Clark brand has launched a new line of limited-edition diapers called Huggies Little Movers Jeans that look just like the real thing. Featuring little back pockets and authentic-looking stitching, the diapers were launched in Canada and the US last week.

‘We’re really targeting that fashion-forward mom who actively engages with fashion brands they love,’ Amanda O’Connor, brand spokesperson, Kimberly-Clark USA, tells MiC of the Canadian campaign. ‘This is a mom who is looking to add something different but fun into their baby’s wardrobe.’

‘Denim isn’t just a fashion staple for moms,’ she continues. ‘Fifty-seven per cent of moms surveyed [in a recent brand poll] purchased their child’s first pair of jeans within the baby’s first six months.’

The Little Movers Jeans launch is being supported with a multimedia campaign, with creative by JWT in NYC and media by Mindshare, that includes TV, digital, retail and online advertising. The television buy is eight weeks long and includes a national buy of 30 and 15-second spots in English and French, an online buy including editorial integration, email and banner ad units on Sweetmama.ca, a two-month style blog sponsorship on Yummymummyclub.ca, as well as integration in a celebrity babies webisode, banner ads and inclusion in the Yummy Mummy newsletter. The buy also includes Sheknows.com, Babycenter.ca, People.com (banners in the celebrity baby blog channel) and Glam.com‘s Canadian site.

‘Following the success of our global Huggies brand teams, we’re inviting consumers to engage with the Huggies brand in the same way they would engage with a fashion brand they love,’ said Stuart Schneider, senior brand director of Huggies, in a release.