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We needed to define a brand purpose that could unify how Huggies shows up around the world for a new generation of parents. A portfolio architecture that streamlines global marketing initiatives and ties them back to our purpose. Babies come in all shapes and sizes. The brand was also a category leader in organic search volume for the first time in over three years. The new creative spot features babies of all shapes and sizes moving their butts, set to a new, exclusive , quirky dance track that calls out the different shapes and the fun activities baby is doing. To make Huggies more meaningful to parents, Accenture introduced a new global creative platform and brought it to life across the customer journey. The catchy song was created by FuturePerfect, and a longform version will be featured on Spotify and Pandora. For half a century, Huggies has been a category leader and babycare icon, familiar in cultures around the world. We thus transformed an outdated brand aesthetic into a globally-minded system that was not only relevant again, but groundbreaking, and which set a new tone and level of design achievement for the entire category. Our strategic global toolkit To bring this platform to life, we created a global toolkit of strategic resources to inform local market platform adaptation: Global Brand Purpose A statement encapsulating our global mission and values as a brand. CASE STUDY Global creative media platform for the digital-first future To make Huggies more meaningful to parents, Accenture introduced a new global creative platform and brought it to life across the customer journey. Quality Meats. Skip to main content Skip to footer.

Skip to main content Skip to footer. The brand was also a category leader in organic search volume for the first time in over three years. Which is odd, considering one of the curviest parts of a baby is its squishy little, well, you know, its butt. Work from Quality Meats. Create your own LBB icons.

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But, somewhere along the way, it had become less meaningful to modern parents, making it vulnerable to global rivals and new startups. CASE STUDY Global creative media platform for the digital-first future To make Huggies more meaningful to parents, Accenture introduced a new global creative platform and brought it to life across the customer journey. Call for change The rebirth of a global icon For half a century, Huggies has been a category leader and babycare icon, familiar in cultures around the world. We needed to define a brand purpose that could unify how Huggies shows up around the world for a new generation of parents. For half a century, Huggies has been a category leader and babycare icon, familiar in cultures around the world. We had a ton of fun with the creative and song and we know parents and baby will, too. When tech meets human ingenuity Bringing our creative platform to life around the globe From the moment parents give birth, the whole world is a giant unknown. But for some reason, not all diapers are designed with curves to fit their bodies. Work from Quality Meats. To bring this platform to life, we created a global toolkit of strategic resources to inform local market platform adaptation:. More News from Quality Meats. Advertising Agency. Huggies are designed with a curved and stretchy fit allowing babies of all shapes and sizes to squiggle, wiggle and jiggle around in comfort.

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• Call for change The rebirth of a global icon For half a century, Huggies has been a category leader and babycare icon, familiar in cultures around the world.
• Campaign Orchestration An exercise that architects and prioritizes campaigns to achieve long and short term goals.
• The new creative spot features babies of all shapes and sizes moving their butts, set to a new, exclusivequirky dance track that i want huggies out the different shapes and the fun activities baby is doing.
• But, somewhere along the way, it had become less meaningful to modern parents, making it vulnerable to global rivals and new startups.

To make Huggies more meaningful to parents, Accenture introduced a new global creative platform and brought it to life across the customer journey. For half a century, Huggies has been a category leader and babycare icon, familiar in cultures around the world. But, somewhere along the way, it had become less meaningful to modern parents, making it vulnerable to global rivals and new startups. To make Huggies more meaningful to parents across the globe, and adapt to their increasingly digital behaviors, we needed to reimagine its total brand experience. We needed to define a brand purpose that could unify how Huggies shows up around the world for a new generation of parents. With decades of experience and innovation, Huggies could help parents feel more secure across their journey and offer babies the comfort they need as they navigate their new world. From the moment parents give birth, the whole world is a giant unknown. But the same is true for their babies. Both need a little reassurance to feel secure as they grow. We harnessed the creative power of Accenture, led by our Droga5 team, to bring this platform to life globally, tailoring to the needs of each market. We modernized the identity system, which launched globally with our new creative platform to create a cohesive visual language that takes on the characteristics of wise, approachable, and playfully irreverent. We thus transformed an outdated brand aesthetic into a globally-minded system that was not only relevant again, but groundbreaking, and which set a new tone and level of design achievement for the entire category. To bring this platform to life, we created a global toolkit of strategic resources to inform local market platform adaptation:. A portfolio architecture that streamlines global marketing initiatives and ties them back to our purpose. A framework on how the brand should behave across paid, owned and earned channels based on objectives, brand purpose, campaign orchestration and creative inputs. A framework that ensures the work delivers against designated objectives and assesses impact across the holistic media ecosystem—paid, owned and earned. A massive rebrand of this kind deserved the attention of a massive audience. During the game, real-time tweets to baby explained the ins and outs of the plays, the commercials, and the halftime show, inviting some playful callouts from other brands. The brand was also a category leader in organic search volume for the first time in over three years.

Babies come in all shapes and sizes. But for some reason, not all diapers are designed with curves to fit their bodies. Which is odd, considering one of the curviest parts of a baby pampers pants 120 its squishy little, well, you know, its butt. Huggies are designed with a curved and stretchy fit allowing babies of all shapes and sizes to squiggle, wiggle and jiggle around in comfort. And their new 'Baby Butts' campaign highlights the range of baby butts and all the different movements babies can comfortably do when they are wearing Huggies diapers. The new creative spot features babies of all shapes and sizes moving i want huggies butts, set to a new, exclusivequirky dance track that calls out the different shapes and the fun activities baby is doing, i want huggies. We had a ton of fun with the creative and song and we know parents and baby will, too. The new film, created in partnership with Quality Meats and directed by i want huggies commercial and music video director, Keith Schofield, is launching this month alongside a digital, i want huggies, print, and radio campaign.

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CASE STUDY Global creative media platform for the digital-first future To make Huggies more meaningful to parents, Accenture introduced a new global creative platform and brought it to life across the customer journey, i want huggies.

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