Problem: Huggies have made the most comfortable newborn diaper ever: softer on the outside, and more protective on the inside. But in a world where most diapers work fine, and many are cheaper… why should a new, Gen Z parent really care?

Insight: Diapers = Noise-Cancelling Headphones. Qual research led us to see just how important snuggling with your baby is. It’s THE golden moment when all the effort of parenting makes sense. When the snuggle hits, the world fades away. So a perfectly comfy, perfectly soft diaper protects that perfect moment.

Idea: Let Nothing Interrupt The Snuggle. We showed Gen Z parents the power of a Huggies-protected snuggle. From fitness influencers to a certain polyglot bird, nobody gets in.

Result: Everything hinges on whether parents trust us with their little one - and while it’s early days, our work has pushed up the crucial stat “Best for Newborn” 5% vs Pampers.