Reimagining a global icon for a digital-first future
The rebirth of a global icon
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.