Huggies Transforms Mothers’ Hugs Into Unique Baby Sleep Tracks

Huggies is building on its new Hugs Change Everything brand platform with the launch of Sound of a Hug - an innovative digital tool that creates a sleep track inspired by a parent’s heartbeat to help support their baby’s development.  

Launched earlier in 2024, the Hugs Change Everything platform champions the science-backed benefits of hugs for a developing baby. This latest innovation spotlights the sound of a hug - the parent’s heartbeat - proven to help calm baby and regulate a baby’s heart rate. By turning their heartbeat into a sleep track, parents can extend those benefits long after their baby is put down.

Sound of a Hug is experienced on the interactive website, where parents can generate a unique sleep track set to the rhythm of their heartbeat. By entering additional variables like baby’s mood, what type of sleeper they are, and time of day, the track musically transforms in real time to provide the ideal soundscape for your baby. With over 50,000 possible outcomes, each track is as unique as the heartbeat it’s based on.

“Sound of a Hug is the latest innovation from Huggies designed to support new parents as they navigate the challenges of early parenthood,” says Tanya Willer, vice-president, marketing and sales strategy, Kimberly-Clark Canada. “This tool shines a light on the incredible power of a parent’s hug, which has been the inspiration behind the new Hugs Change Everything platform.”

“This campaign is all about putting the truly transformative power of hugs into practice,” said Brian Murray, chief creative officer, Zulu Alpha Kilo. “With Sound of a Hug, we’re helping parents deliver those science-backed benefits in an entirely new and meaningful way.”

A streamlined experience is also available on Amazon Alexa devices by saying, “Alexa, open Huggies Sound of a Hug.”

The Huggies Sound of a Hug campaign runs from week of November 25th, through December 31st, 2024. It was created in partnership with Zulu Alpha Kilo and Zulubot, and is supported by online video, social media ads, display, and Spotify with media planning by Ignite, PR managed by Veritas, and French adaptation managed by The French Shop.