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.
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.
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.