Huggies' Super Bowl ad will debut at this year's game during the second quarter, marking the first time a diaper company has aired a commercial at the football event.
According to the diaper brand, this commercial is more than just an advertising opportunity -- it's a chance for the brand to debut their refreshed look, which involves a new voice, aesthetic and style. Rebecca Dunphey, president of personal care at Kimberly-Clark North America, said "We’re rolling out the red carpet for game day babies and ensuring parents everywhere know that Huggies is their partner and guide to navigate the unknowns that babyhood presents."
According to the brand, Huggies will explain the economic impact COVID-19 had on new parents.
Football Game Diaper Ads
Huggies' Super Bowl Ad Will Air in the 2nd Quarter
Trend Themes
1. Baby-focused Super Bowl Ads - Diaper companies and other baby-focused brands may start airing ads during the Super Bowl to reach parents on a national level.
2. Refreshed Brand Look - Brands that have undergone a brand refresh can use major events like the Super Bowl to debut their updated look and messaging to a wide audience.
3. Discussing COVID-19 Impact - Brands can use advertising opportunities to discuss the pandemic's impact on their industry, and highlight how they've adapted to the changes for customers.
Industry Implications
1. Baby Care Products - The baby care products industry can take advantage of major events like the Super Bowl to raise brand awareness and educate new parents on their products and services.
2. Marketing and Advertising - Marketing and advertising agencies can create campaigns to take advantage of the Super Bowl's large audience and help brands reach a wide range of consumers.
3. COVID-19 Research and Development - COVID-19 research and development companies can work with brands to develop messaging and campaigns that highlight how their industry has changed due to the pandemic, and how they're adapting for customers.