Huggies: We got you, baby

Jun 18

The diaper category is full of famous, groundbreaking work. Oh wait - no it isn’t. Which is weird because babyhood is the most incredibly funny, bizarre, heart warming, and crazy-making thing in the universe. But for some reason, the category treats it like a vintage fem care narrative - all soft focus pieta and pristine scenes. Which gave us a golden opportunity to carve out a much more modern and meaningful space for the iconic and long-lived Huggies brand: as baby’s essential co-pilot on this crazy ride called life. We got you, baby.