We are an animal health agency…

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.

Our global approach.

We needed to define a brand purpose that could unify how Huggies’ shows up around the world for a new generation of parents. Shifting family dynamics, a flood of conflicting advice from the Internet and social media, and a category full of overly perfect babyhood tropes leave today’s parents questioning their instincts.

A four years campaign with the goal to express the fact that we all love our cows. Because there is no good milk without happy cows.

The main graphic elements that compose the campaign are the Happy Cow, the tagline “We all love our cows” and a warm and friendly “hand made” graphic style.

The campaign galvanised sales and marketing teams across the globe, unifying all the activities and creating one strong culture around udder health challenges.