Huggies unveils If You’re Rash-Free and You Know It campaign

Huggies dares to imagine a world where babies could be free from rash and irritation.

And 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 led us to the Skin Essentials diaper, it features the new, proprietary SkinProtect liner, leaving behind up to 5x less mess than ordinary diapers, and helps protect baby’s skin against the top two causes of rash.

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.

For launch, Huggies aims to reposition how parents view diapers as an important tool in their baby skin arsenal. The campaign, Be Free, Baby, showcases that less rash means more joy with our diaper, which helps protect against the top two causes of rash. Developed by award-winning creative agency Droga5, the campaign showcases authentic moments in parenting and the carefree (sometimes chaotic) nature of babies who are feeling comfortable in their skin.

Huggies – If You’re Rash-Free and You Know It

Credits

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Agency Droga5/New York
Production Company Love Song
Director Max Weiland

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Credits

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Agency Droga5/New York
Production Company Love Song
Director Max Weiland
Editing Cut+Run/New York
Editor Beau Dickson
Editor Ethan Mitchell
Senior Post Producer Diana Mendez
Color/Finishing Blacksmith VFX/New York

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Shot by Max Weiland at Love Song, the film, If You’re Rash-Free and You Know It is a celebration of the joyful, messy and delightful things babies get up to when they are comfortable in their skin. Music house Milk & Honey reimagined the original nursery rhyme if you’re happy and you know it as a punk-rock anthem to capture the sense of carefree (sometimes slightly hectic) freedom that babies display daily, with less ick and stick that can cause rash, that is.

The song is tailored to each of the Skin Essentials products and specific moments where having comfy skin is most important for parents and babies - sleep time & travel.

“What I’ve always loved about the Huggies brand, and all the We Got You, Baby work, is that they always talk directly to baby, centering the story on their experience,” said Ted Meyer, Creative Director at Droga5.

“In this work, I love that even as we’re launching a new line of products, we’re doing it in a way that puts babies first – their joy, their comfort, their silly, happy messiness. Ultimately, it’s a story about babyhood and what it can be when babies are free to be themselves.”