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Huggies’ first Super Bowl commercial, “Welcome to the World, Baby,” aired during Super Bowl LV on February 7, 2021. The 30-second ad welcomed newborns born that day and featured eight of them, while introducing the brand’s “We Got You, Baby” platform.
What happens in “Welcome to the World, Baby”?
The spot treats game day as a day of new beginnings: while the Super Bowl unfolds, babies are arriving and meeting the world for the first time. Huggies frames diapers and wipes as practical support for parents facing the unfamiliar parts of babyhood, rather than making the commercial a product comparison.
The NFL’s listing describes the commercial as Huggies welcoming babies to the world in a Super Bowl LV spot: watch the NFL listing.
How the ad included babies born on game day
Before the game, Kimberly-Clark said the 30-second commercial was scheduled for the second quarter and would feature newborns born on February 7. The company later reported that eight babies born that day appeared in the finished spot.
#1 Best Overall
- Huggies Size Newborn Diapers: 84 Little Snugglers Baby Diapers, size Newborn (up to 10 lbs), packaging may vary
- All-Around Blowout Protection: The only leading national brand with front & back blowout blocker* (*Size 1 and 2 only)
- Up to 100% Leakproof: Infant diapers are up to 100% leakproof – even for blowouts
- Luxury Softness: Our infant diapers provide luxuriously soft and breathable comfort
- FastAbsorb System: Each baby diaper is made with the FastAbsorb system that is extra absorbent
Most of the commercial was produced in advance. Newborn footage was then incorporated close to airtime after families submitted images and video virtually through a network involving hospital partners. Kimberly-Clark said Huggies did not enter hospitals to collect the footage. These details come from the company’s post-game account.
The “We Got You, Baby” campaign
The commercial marked Huggies’ first Super Bowl appearance and introduced “We Got You, Baby,” a refreshed global brand identity. Kimberly-Clark described the platform as speaking directly to babies while celebrating parenting and babyhood. The message places the brand in the role of a guide for parents as they navigate what is new and uncertain.
Rank #2
- Huggies Size Newborn Diapers: 144 Little Snugglers Baby Diapers, size Newborn (up to 10 lbs), packaging may vary
- All-Around Blowout Protection: The only leading national brand with front & back blowout blocker* (*Size 1 and 2 only)
- Up to 100% Leakproof: Infant diapers are up to 100% leakproof – even for blowouts
- Luxury Softness: Our infant diapers provide luxuriously soft and breathable comfort
- FastAbsorb System: Each baby diaper is made with the FastAbsorb system that is extra absorbent
The campaign announcement named Droga5 as creative agency, with Mindshare and Weber Shandwick supporting the integrated work. Planned placements included television, digital and social media, shopper marketing, and public relations. The pre-game announcement quoted Rebecca Dunphey, then president of Personal Care at Kimberly-Clark North America, saying the campaign would help parents see Huggies as a partner through the unknowns of babyhood.
Giveaway and diaper donations announced with the ad
The campaign announcement also described activities beyond the broadcast:
Rank #3
- Huggies Size Newborn Diapers: 31 Little Snugglers Baby Diapers, size Newborn (up to 10 lbs), packaging may vary
- All-Around Blowout Protection: The only leading national brand with front & back blowout blocker* (*Size 1 and 2 only)
- Up to 100% Leakproof: Infant diapers are up to 100% leakproof – even for blowouts
- Luxury Softness: Our infant diapers provide luxuriously soft and breathable comfort
- FastAbsorb System: Each baby diaper is made with the FastAbsorb system that is extra absorbent
- Newborn starter kits: Kimberly-Clark announced 25,000 kits, each intended to include one pack of Huggies Newborn or Size 1 diapers, wipes, a branded tote, milestone cards, and a Huggies-branded Carter’s bodysuit. The entry period ran from February 7 to March 7, 2021, so the promotion has ended.
- Diaper-bank support: The company announced plans for 10,000-diaper donations to local diaper banks near several hospitals connected to birth stories in the campaign. It also committed to donate more than 10 million diapers to the National Diaper Bank Network during 2021. The announcement establishes the commitment, not independent confirmation that the full amount was ultimately donated.
What the reported campaign results mean
Droga5’s case page reports 1.3 billion earned impressions, more than 410 social engagements, and an 11-point lift in brand net sentiment. These are agency-reported results; the case page does not state the sentiment measurement method or provide independent validation. It also calls the spot the “#1 Most emotionally effective ad of the Super Bowl,” but does not identify the ranking source or publication year, so that should be understood as the agency’s claim rather than a confirmed independent ranking. See Droga5’s campaign case page.
Quick Recap
Best Value
- Huggies Size 1 Diapers: 96 Little Snugglers Baby Diapers, size 1 (8-14 lbs), packaging may vary
- All-Around Blowout Protection: The only leading national brand with front & back blowout blocker* (*Size 1 and 2 only)
- Up to 100% Leakproof: Infant diapers are up to 100% leakproof – even for blowouts
- Luxury Softness: Our infant diapers provide luxuriously soft and breathable comfort
- FastAbsorb System: Each baby diaper is made with the FastAbsorb system that is extra absorbent
Rank #4
- Huggies Size Newborn Diapers: 180 Huggies Skin Essentials Baby Diapers (3 Packs of 60), Size Newborn (6-9 lbs)
- Clinically Proven Liner: Each baby diaper is made with a clinically proven liner that helps to reduce irritation on baby’s skin* (*from mess. Not for therapeutic use.)
- Zinc Oxide Enrichment: The liner of these fragrance-free diapers is enriched with zinc oxide to help neutralize irritants* (*from mess. Not for therapeutic use.)
- Dermatologist Approved: Our diapers are approved by dermatologists for everyday use and to help maintain healthy looking skin
- Hypoallergenic and Safe: These baby diapers are made without fragrances, phthalates, parabens, elemental chlorine, lotion, and latex (natural rubber)
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