Be Free, Baby

Agency: Droga5


Huggies® dares to imagine a world where babies could be free from rash and irritation. For parents, one of the biggest unknowns of babyhood lies in how to protect baby's delicate skin. So, the innovators who brought you the Huggies® blowout blocker and outstanding leakage protection went to work to find a diaper to help manage runny mess, which can cause diaper rash. This resulted in the Skin Essentials™ diaper – it features the new, proprietary SkinProtect™ liner technology, leaves behind up to 5x less mess than ordinary diapers2, and helps protect baby's skin against the top two causes of rash1.

Huggies® stands for helping parents navigate the unknowns of babyhood, and that doesn't stop at diapers. The full Huggies® Skin Essentials™ collection is designed with your child's skin in mind from baby to Big Kid®. In stores and online now, the Huggies® Skin Essentials™ line includes:

Huggies® Skin Essentials™ Diapers
The Skin Essentials™ diaper features Huggies® new SkinProtect™ liner that helps absorb moisture and lock away runny mess from baby's skin. The diaper leaves behind up to 5x less mess2 and helps protect against the top two causes of rash, moisture and mess, by managing runny mess. It features Huggies® Blowout Blocker, fun Disney designs, and is up to 100% leakproof and free of fragrance, parabens, and elemental chlorine.
Huggies® Skin Essentials™ Wipes
The Huggies® Skin Essentials™ wipes are Huggies®' thickest wipe, made with 99% water and zero harsh ingredients. Each thick and gentle wipe is also pH balanced to help maintain healthy skin.

Pull-Ups® Skin Essentials™ training pants are ultra-soft and breathable to help protect your child's sensitive skin and made with no fragrance or elemental chlorine. Skin Essentials™ training pants are designed for potty training, with up to 100% leakproof protection, underwear-like fit, and fun Disney designs to keep your Big Kid® motivated. Elsa from Frozen and Buzz Lightyear from Toy Story are the Disney designs featured on this new launch from the iconic Pull-Ups® brand.

Be Free, Baby
The launch campaign, "Be Free, Baby," showcases that less rash means more joy with our diaper, which helps protect against the top two causes of rash.1 The celebration of joyful, messy and delightful things babies and their caregivers get up to is grounded in the remake of a timeless nursery rhyme: 'If You're Rash Free and You Know It.' It captures the carefree (and sometimes chaotic) nature of babies who are feeling comfortable in their skin. In addition, Huggies® is celebrating babies' skin via photography that captures the (often skin-to-skin) connection between babies and their caregivers.

Huggies® has also rallied its' first-ever 'We Got You Baby Crew' – a group of trusted parent creators who never shy away from the mess and stress of parenthood and have leaned on Huggies® Skin Essentials™ products to help navigate the unknowns of babyhood. This diverse parent roster includes super dad Isaac Rochell, fathers-of-three Terrell & Jarius, the original "Slayer of Motherhood" Tanya Marie, hilarious mom of one Puja Khan, super-mom of five Emily Vondy, soon-to-be mom of two Makenzie Rencher, and first-time mom Celina Adornetti, who will be sharing the joys they find in their happy babies thanks to Huggies® Skin Essentials™.

This professional campaign titled 'Be Free, Baby' was published in United States in May, 2024. It was created for the brand: Huggies, by ad agency: Droga5. This 360° medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted 3 months ago.

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