Huggies “Expensive Sh*t” Shows Us the Real Real

Source: Huggies

File this campaign from Huggies under "show don't tell."

To prove just how effective Huggies diapers (or nappies as they are called in many parts of the world) actually are, the brand assembled 18 babies and let them play on a range of luxury goods for an hour. Then they live-streamed the whole event on TikTok, IG, and YouTube.

Did I mention the luxury goods were valued at over $500,000 and mostly white? Huggies called the campaign “Expensive Sh*t.” What’s not to love with a name like that?!? Here’s the teaser …

The goal was simply to prove that the Huggies Little Snugglers "blow out blocker" would actually work. Even against valuable white antiques, designer dresses, and collectibles. In real time with no edits and actual babies doing what actual babies do. Play and poop, sometimes with a messy blow out. It’s life. Here’s the live stream, obviously now recorded …

This is brilliant marketing because it's not marketing at all. It's real life in motion. Parents see it work, live on their feeds. Life on their feeds.

Even better is that parents watching the live stream were invited to share their own "blow out" stories. Because every parent has one. It's the universal horror story so the brand made it their victory as well.

One brand telling parents across the world, “we get it, we get you, we get your mess, we get your panic. And we take care of it."

Absent is the marketing jargon but alive and well are adorable babies you can’t help but fall in love with, without the messiness that could ruin the moment.

Enough said.

What's your experience? JIM