We set out to change the diaper category—a category that had misrepresented authentic parenthood for 50 years. After decades of moms and babies on every ad, aisle, and pack—we reminded the world that men have babies too. And we emotionally connected with new parents by highlighting an unsung hero: dads.

With a budget of $200,000 and a vision for change, Landor & Fitch created Special Delivery™—Huggies’® perfect diaper—inspired by parents’ special care and brought to life through inclusive casting, photography, design, and naming.

We were challenged to bring today’s parents a trifecta: an all-natural, super soft, modern designed diaper experience. But instead of giving them a list of benefits, we aimed to emotionally connect with new parents—to win their hearts and their business.

This was our vision when we created Special Delivery™, a premium tier that offers the most comfortable diaper parents had ever seen. The subline name we created celebrates the anticipation and joy that parents feel at the arrival of a child—a touching moment that is inclusive of all parents. We were committed to connecting with them through inclusive casting, stunning skin-focused photography, and a modern storybook approach to verbal and design.

Special Delivery™ infused meaning into Huggies’® North American portfolio—launching the first and only super premium, gender-inclusive, racially diverse diaper offering the category had ever seen.

Our goal was to create a special experience for first-time parents of all genders and races—from in-store or online purchase to unboxing Huggies’® most perfect diaper yet.

We elevated packaging by using a distinct black background that catches attention on shelf, among a sea of blue and multi-colored packaging. We also used intimate black and white photography. The softness of these images captures emotion in skin-to-skin contact and the significance of the bond it represents.

To ensure every moment felt surprising and special, we created custom designs for each diaper size and branded shipping packaging—upgrading the entire diaper-buying experience.

In June of 2019, Special Delivery™ hit the digital and physical marketplace. The sleek black packs were popping up in Walmart, on Amazon, and 70 percent of volume in Target.

Although Special Delivery™ didn’t reach full distribution until spring of 2020, its impact started much sooner.

The value of creating a truly emotional and inclusive connection with consumers is clear.

Since its launch, Special Delivery™ has sparked significant share growth across the entire Huggies® business. And Huggies’® brand equity has skyrocketed.

Consumers reported a strong shift in love for the brand—especially for first-time parents. While Huggies® used to trail behind competitors in brand equity, this launch propelled Huggies® to the lead the category in meaningfulness and uniqueness.

And it showed.

In June 2019 alone, Special Delivery™ received more than 10,000,000 online video impressions.

By July, impressions multiplied across channels—with monthly hits of more than 14,000,000 for television, 7,000,000 for digital, 8,000,000 for Amazon Prime Day, and an overwhelming 125,000,000 on social media.

User generated content boomed on Facebook, Instagram, and Twitter—as well as through press releases, publications, and news platforms like USA Today, The Drum, FOX2, Moms.com, Yahoo, and The Dad.