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Management Side
Huggies® Brand To Hero Newborns Like Never Before In First-Ever Big Game Commercial

NEENAH, Wis. (News release) -- U.S. Kimberly-Clark brand, Huggies®, is proud to announce its debut appearance in the big game on February 7, with a new commercial welcoming newborn babies to the world. The 30-second spot airing in the second quarter is planning to feature babies born that very day, a first for both the company and the broadcast itself.


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 the United States," said Rebecca Dunphey, President of Personal Care at Kimberly-Clark North America. "We're rolling out the red carpet for game day babies and ensuring parents everywhere know that Huggies is their partner and guide to navigate all of the unknowns that babyhood presents."

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 Droga5 and with campaign support from Mindshare and Weber Shandwick, will be supported with a fully integrated global campaign that combines TV creative, digital and social media, shopper marketing and PR.

"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.


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