HUGGIES
Reimagining a global icon for a digital-first future
The rebirth of a global icon
See how we created a globally
unified brand experience that spoke direct to babies, reassuring parents they were not
alone on the journey.
For half a century, Huggies has
been a category leader and babycare icon, familiar in cultures around the world. But,
somewhere along the way, it had become less meaningful to modern parents, making it
vulnerable to global rivals and new startups. To make Huggies more meaningful to parents
across the globe, and adapt to their increasingly digital behaviors, we needed to
reimagine its total brand experience. So we introduced a new global creative platform,
“We Got You, Baby,” and brought it to life across every region and every step of the
customer journey.
Our global approach
We needed to define a brand purpose
that could unify how Huggies shows up around the world for a new generation of parents.
Shifting family dynamics, a flood of conflicting advice from the Internet and social
media, and a category full of overly perfect babyhood tropes leave today’s parents
questioning their instincts.
With decades of experience and
innovation, Huggies could help parents feel more secure across their journey and offer
babies the comfort they need as they navigate their new world. This gave life to a new
global brand purpose, “Helping Navigate the Unknowns of Babyhood.”
Bringing our creative platform to life around the globe
From the moment parents give birth,
the whole world is a giant unknown. But the same is true for their babies. Both need a
little reassurance to feel secure as they grow.
Our platform, “We Got You, Baby,”
shows how Huggies helps babies – and their parents – navigate a baby’s world, and how
its products make babies more comfortable in it.
We harnessed the creative power of
Accenture, led by our Droga5 team, to bring this platform to life globally, tailoring to
the needs of each market.
Refreshed global identity system
The Huggies rebrand honors the
past, while looking to a digital-first future.
We modernized the identity system,
which launched globally with our new creative platform to create a cohesive visual
language that takes on the characteristics of wise, approachable, and playfully
irreverent.
We thus transformed an outdated
brand aesthetic into a globally-minded system that was not only relevant again, but
groundbreaking, and which set a new tone and level of design achievement for the entire
category.
Our strategic global toolkit
To bring this platform to life, we created a global
toolkit of strategic resources to inform local market platform adaptation:
Global Brand Purpose
A statement encapsulating our
global mission and values as a brand.
Connections Strategy
A framework on how the brand should
behave across paid, owned and earned channels based on objectives, brand purpose,
campaign orchestration and creative inputs.
Masterbrand Architecture
A portfolio architecture that
streamlines global marketing initiatives and ties them back to our purpose.
Measurement Strategy
A framework that ensures the work
delivers against designated objectives and assesses impact across the holistic media
ecosystem—paid, owned and earned.
Campaign Orchestration
An exercise that architects and
prioritizes campaigns to achieve long and short term goals.
Launching on advertising’s biggest stage with the
littlest humans
A massive rebrand of this kind
deserved the attention of a massive audience. With that in mind, we created Huggies’
first-ever commercial to run in America’s favorite “Big Game” (the event none of us can
legally call out, even on a company website, but you know what we mean, right?)
The spot, “Welcome to the World,
Baby,” featured another first – babies born literally that day. Working with Huggies’
network of partner hospitals, we gathered user-generated content (UGC) footage of
newborns from across the country that we inserted into the film just hours before going
on air.
Real-time birth announcements
The film was supported by a
second-screen experience that celebrated the birth of new babies and our new brand voice
with real-time birth announcements posted across Huggies’ social handles and website.
During the game, real-time tweets
to baby explained the ins and outs of the plays, the commercials, and the halftime show,
inviting some playful callouts from other brands.
MEDIA COVERAGE OF THE COMMERCIAL
Results to date
Huggies’ new direction not only saw
emotional responses and praise from the general public and moms, but drove impact by
keeping the brand top-of-mind, shifting brand perceptions, and inspiring desired
consumer actions. The brand was also a category leader in organic search
volume for the first time in over three years.
1.3B
Earned impressions
#1
Most emotionally effective ad of
the Super Bowl
410+
Social engagements
11pt
Lift in brand sentiment
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