Huggies Celebrates the Magical Power of Hugs to Change Baby’s World

Huggies® is Canada’s top diaper brand. Facing headwinds from market pressures and changing demographics, Kimberly-Clark Canada partnered with Zulu Alpha Kilo to defend its #1 position and breathe new life into the brand through strategic and creative work for the Canadian market. 

This partnership has resulted in an evolved brand platform, “Hugs Change EverythingTM,” which leans into the transformative power of hugs for babies. Research has proven hugs provide physiological and emotional benefits for babies during infancy, as well as a secure emotional foundation that can last into adulthood.

“Hugs can change everything for babies from regulating their heartbeat and boosting their immune response to strengthening their emotional security,” said Tanya Willer, vice-president, marketing and sales strategy, Kimberly-Clark Canada. “A parent's hug is incredibly powerful, which is why it has been the inspiration behind Huggies from the very beginning.”

The creative uses a “hyperrealism” approach to explore the magical world that exists in the closeness between parent and baby. In the video, as a mother gives her baby a hug, time seems to slow, the world grows vibrant, and noises in their environment blend together into a sensorial soundscape. “Both hugs and Huggies® have an almost magical ability to transform situations for babies, and we wanted to explore that in the creative,” said Brian Murray, chief creative officer, Zulu Alpha Kilo.

Launching in mid-June, the “Hugs Change EverythingTM” campaign showcases how Huggies® products are inspired by the comfort and benefits of hugs, wrapping babies in clinically tested diapers that are safe for babies’ sensitive skin. The campaign will be featured across multiple platforms, including TV, online video, social media, and digital channels.

The campaign rollout is supported by:

• Strategy and Creative: Zulu Alpha Kilo Inc.
• Media Planning and Buying: Ignite
• Sponsored Influencer Content: Veritas
• French Adaptation for Quebec: The French Shop

Running from mid-June to the end of December, the campaign also includes an exciting phase two launch with an experiential component.