The commercial celebrates babies everywhere and aims to feature real game day newborns in the ad, leveraging user-generated content captured by families and shared virtually with the brand's production team in a safe, responsible manner.
"This moment will provide Huggies with unprecedented reach and impact as we introduce our new creative platform and brand refresh in
For half a century, Huggies has been a global baby care icon, beloved by families around the world. This big game commercial will introduce a new look, feel and voice for the brand that speaks directly to babies while communicating the spirit of innovation that makes Huggies diapers and wipes perfect for parents, too.
While the big game commercial celebrates the many joys of babyhood, Huggies also recognizes that millions of parents globally struggle with diaper need. That's why Huggies plans to make a series of 10,000 diaper donations to local diaper banks near several area hospitals helping to share game day delivery stories, as part of the brand's broader commitment to donate more than 10 million diapers to the National Diaper Bank Network throughout 2021.
The ad, created in partnership with creative agency
"Huggies diapers and wipes are a huge part of babies' lives from the moment they're born, which is why we wanted to introduce the world to a few newborns who arrive next Sunday," said Dunphey. "We believe this would be the first time game day newborns will appear in the broadcast, and we'll be working diligently all the way up to kickoff to deliver a commercial that makes 'baby history.'"
The brand will also be giving away 25,000 "Welcome to the World" newborn starter kits to help new parents start their journey. The kits will include one pack of Huggies Newborn or Size 1 diapers, a package of wipes, one branded tote bag, key milestone cards and a Huggies-branded bodysuit by Carter's for baby. For the chance to win a "Welcome to the World" kit, please visit the Huggies' entry page beginning gameday (
About Huggies® Brand
For more than 40 years, Huggies has been helping parents provide love, care and reassurance to their babies. From developing innovative, everyday products for babies to partnering with NICU nurses to develop a special diapers and wipes line for the most fragile babies, Huggies is dedicated to helping ensure all babies get the care they need to thrive. Huggies is also proud to be the founding sponsor of the National Diaper Bank Network, a nationwide nonprofit dedicated to eliminating diaper need in America since 2011. Huggies is also the founding sponsor of virtual NICU support groups through the national nonprofit Hand to Hold, which helps families before, during and after NICU stays and infant loss by providing powerful resources for the whole family. For more information on product offerings or our community efforts, please visit Huggies.com.
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Huggies® North America, Jessica Lutchen, firstname.lastname@example.org; Weber Shandwick PR, Nancy Kibort, Nkibort@webershandwick.com