CHICAGO – April – Huggies® has joined forces with iconic actor, Danny Trejo, for the launch of its latest ad campaign for the new and improved Huggies® Snug & Dry™ diapers. In this surprising collaboration, Trejo, known for playing the ‘tough guy’ on screen, embraces his softer side to showcase the unexpected and ultra softness of the improved Huggies® Snug & Dry™ diapers.
Trejos’ real-life soft side, juxtaposed with his tough guy image, make him the ideal person to communicate the unexpected softness of Huggies new and improved Snug & Dry diapers. His role in the campaign highlights the contrast between his hard-edged persona and the soft, gentle qualities of the Snug & Dry diapers, showing that softness can come from the most unexpected places.
The ad begins with Trejo walking through a baby’s first birthday party. After effortlessly ripping a piñata in half and squeezing fresh orange juice into a glass with his bare hands, he’s handed a box of Huggies Snug & Dry diapers. As he touches the diaper, time slows, and the scene shifts to a surreal moment with lambs “baaa-ing” over soft, angelic music. Utterly transported by their unexpected softness, Trejo can’t stop caressing the diaper. Suddenly, the moment snaps back to reality, with the party watching him in stunned silence. Trying to save face, Trejo quickly returns to his gruff demeanor.
“We are thrilled to be working with the legendary Danny Trejo for this campaign,” said Andrea Zahumensky, Kimberly-Clark North American president of baby and child care and mom of three. “While immediately recognized as the ultimate tough guy, Danny is anything but. His presence adds a delightful surprise and helps us bring to life just how soft the new and improved Huggies Snug & Dry really is.”
New and improved Huggies® Snug & Dry™ features include:
2X Softness: The new Snug & Dry diapers, the only value diaper with unexpected softness, feature CloudSoft™ absorbent layers and a soft waistband, providing unmatched comfort
Up to 100% Leakproof and Blowout Protection: These diapers offer ultimate protection, helping parents rest easy knowing their baby stays dry, no matter what.
Safe & Gentle: Like all Huggies diapers, Snug & Dry diapers are free from fragrances, phthalates, and parabens, making them safe for your baby’s delicate skin.
Huggies Snug & Dry Campaign Credits
Client: Huggies
Patricia Corsi, Chief Growth Officer
Luiz Sanches, Global Chief Creative and Design Officer
Andrea Zahumensky, President, Personal Care North America
Gustavo Sarkis, Global Creative Lead
Matt Baresi, Vice President / General Manager Diapers
Justin Reekie, Head of Brand Management
Jen Kasmarick, Director of Creative, Content & Design
Evan Scanzera, Sr Brand Manager, Integrated Brand Experience – Huggies
Erin Greitens, Brand Manager
Lauren Gavel, Project Manager, Marketing Operations KCNA
Alison Tidwell, Strategic Consultant
Creative Agency: Leo Chicago
Kate Jeffers, Chief Executive Officer
Renato Fernandez, Chief Creative Officer
Ashley Geisheker, Executive Vice President, Head of Production
Nikki Kehm, Executive Vice President, Account Director
Annemarie Norres, Executive Vice President, Strategy Director
Natalie Taylor, Senior Vice President, Executive Creative Director
Kelly Roe, Senior Vice President, Creative Director, Copywriter
Diana El-Chantaf, Senior Vice President, Account Director
Brian Brydon, Senior Vice President, Head of Communication Strategy
Sara Knee, Vice President, Strategy Director
Justin Duchene, Account Director
Lindsay Tyler, Freelance Producer
Bobby Kuhn, Associate Creative Director, Copywriter
Tricia Gillentine, Associate Creative Director, Art Director
Taylor Castelo Branco, Associate Director Social Strategy
Rachel McClard, Account Supervisor
Khalilah Lane, Account Executive
Phoebe Alvarez, Project Management
Production Company: Epoch Media Group, LLC
Matias & Mathias, Director
Melissa Culligan, Partner & Managing Executive Producer
Megan Murphree, Senior Executive Producer
Ritu Paramesh, Producer
Editorial: Arcade
Editor: Fernando Raigoza
Assistant Editor: Lee Bacak
EP: Adam Becht
Head of Production: Alexa Berman
Producer: Wendy Umanzor
Audio: PXP Studios
Executive Producer: Jenny McDonald
Mixer: Jason Ryan
Color/Finish: Harbor
Executive Producer: Warwick Hewitt
Head of Production: Tia Perkins
Senior Producer: Sebastian Greene
Senior Colorist: Oisin O’Driscoll
Assistant Colorist: Joni Brandenburg
Senior Producer, Color: Brad Martin
Executive Producer, Advertising Color: Nadia Dabibi
AFX Designer: Vivian Kim
Flame Lead: Melissa Graff
Compositor: Felipe Passarini
Other Agency Partners
Media: Spark Foundry
PR: Alison Brod Marketing + Communications
About Huggies Brand
For more than 40 years, Huggies has been helping parents provide their babies with love, care, and reassurance. From developing innovative, everyday products for babies to partnering with NICU nurses to create special diapers and wipes for the most fragile babies, Huggies is dedicated to helping ensure all babies get the care they need to thrive. Huggies is proud to be the founding sponsor of the National Diaper Bank Network, a national nonprofit dedicated to helping individuals, children and families access the basic necessities they require to thrive and reach their full potential including clean, dry diapers. Huggies is also the national sponsor of nonprofit Hand to Hold, which provides personalized support before, during, and after NICU stays and infant loss. For more information on product offerings or our community efforts, please visit Huggies.com.
About Kimberly-Clark
Kimberly-Clark (NYSE: KMB) and its trusted brands are an indispensable part of life for people in more than 175 countries. Fueled by ingenuity, creativity, and an understanding of people’s most essential needs, we create products that help individuals experience more of what’s important to them. Our portfolio of brands, including Huggies, Kleenex, Scott, Kotex, Cottonelle, Poise, Depend, Andrex, Pull-Ups, GoodNites, Intimus, Plenitud, Sweety, Softex, Viva and WypAll, hold No. 1 or No. 2 share positions in approximately 70 countries. We use sustainable practices that support a healthy planet, build strong communities, and ensure our business thrives for decades to come. We are proud to be recognized as one of the World’s Most Ethical Companies® by Ethisphere for the seventh year in a row and one of Fortune’s Most Innovative Companies in America in 2024. To keep up with the latest news and to learn more about the company’s more than 150-year history of innovation, visit the Kimberly-Clark website.
