Huggies diapers are now featuring dads on the front of their boxes, making them a dad thing. Huggies® Special Delivery™ diapers commercial:
USA Today first reported the new design on Monday:
Its new Special Delivery diapers feature fathers front and center with babies – a first for the company that once got criticism for ads that portrayed fathers as disconnected from the caretaking role.
There are seven different box designs – three with men and babies and four with women and babies – in the new premium diaper line that touts plant-based ingredients, leak protection and “ultimate softness,” said Kristine Rhode, Huggies North America brand director, in an interview with USA TODAY.
“We really believe in celebrating all parents and the great job that parents are doing,” Rhode said, noting moms have been featured on boxes before. “When you think about the important role that dads have in the family today and how that continues to grow, we wanted to make sure they were equally celebrated.”
Another first for Huggies, these diapers are packaged in black boxes to convey the feeling of a premium product, Rhode said. The diapers started rolling out to stores this month.
The Special Delivery boxes are making their way to stores in your neighborhood.