In one year, Huggies’ advertising went from depicting dads as incompetent boobs to depicting them as capable involved parents. Here’s a brief analysis of how and why they made the change.
What a difference a year makes!
That was then:
Way back in the Stone Age of March 2012, Huggies ran some ads to show that their diapers could stand up to the “toughest test”- incompetent bumbling dads who don’t know the first thing about caring for kids or changing diapers- after all, they are too busy watching sports and being dumb to be competent. They also built a facebook campaign around getting women to test out Huggies with their incompetent husbands for 5 days and share their stories.