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.

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