Huggies: We Got You, Baby | Droga5

Huggies is a well-known, global brand, but they were losing ground with modern parents and needed a bit of a rebirth. So we created a new platform with a simple message that positioned Huggies as a baby’s best ally: “We Got You, Baby”.

To launch the platform, we stepped out to advertising biggest stage with a feat no brand had ever done before - we put babies actually born on Super Bowl Sunday in our Super Bowl commercial. Working with Huggies’ partner hospitals, UGC footage of newborns was inserted into the film just hours before going on air.

2x Cannes Bronze

Cannes Short List

D&AD Graphite Pencil

D&AD Short List

One Show Bronze

2x One Show Merit

3x Art Director’s Club Short List

Clio Awards Silver

3x Clio Awards Short List

 
 

Yes, these babies were born on super bowl sunday.

 
 

Then, throughout the game, we used our new brand voice in social and digital to welcome babies to the world with real-time birth announcements.

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During the game, real-time tweets to babies explained the ins and outs of the game, other commercials, and even the halftime show.

Babies everywhere were captivated and so was the world at large, especially new parents. Even more so, the brand was also the category leader in organic search volume, beating their main competitor Pampers, for the first time in over three years.