HUGGIES: PUT DADDY INTO YOUR BABY'S SHOES

OR SAY, PUT A DIAPER ON DADDY'S BUTT?

There's a market perception that choosing diapers is always a Mom’s decision; only Moms are concerned about giving the best to their babies.

To disrupt this, we created significant market noise by endorsing Ronald Cheng, a well-known local comedian and father of two. He wore a wet diaper to experience his baby’s discomfort from a bad diaper. This not only built an emotional connection with dads, often overlooked in this category, but also leveraged his comedic style to deliver our message in an approachable, localized way that resonated deeply.

The campaign kicked off with entertainment news about paparazzi finding him in a wet diaper, instantly creating curiosity and buzz. This led audiences to a funny content video about his “wet” feelings. It then culminated in a real blind test event, inviting dads and moms to feel the wetness of a bad diaper, generating powerful word-of-mouth.

2015