Huggies needed to regain the leadership in the new born segment, and increase the sales. The brand has been working to integrate fathers to a market that always have been targeted to mothers. And we saw the opportunity to go further: reach men that haven’t changed a diaper yet.

The idea was born from a very underappreciated observation: only moms can feel their baby in her bellies. We thought: Why not compensate fathers and replicate the baby’s movements and kicks in the dad’s belly? So we did: we developed belts that replicates in real time the movements and the baby’s kicks, from the mom’s belly, to the dad’s belly.

An innovation specifically developed to reach fathers, and young couples. In a continent when usually the fathers live the pregnancy as outsiders, and many times feel aside, we are installing the concept of pregnant couple. This is a very direct and clear message from Huggies to all fathers: pregnancy is something that is lived as a couple.

The buzz generated by this PR campaign was incredible. It reached almost everywhere. Finally, we developed a POP campaign in the sales points (supermarkets and baby stores) to maximize the impact of the “Embarazados” campaign, and translate the success of the idea, to a success in sales numbers.

The experience was launched in the most important maternities in Buenos Aires, with outstanding results. Now maternities from all over Latin America adopted the innovation made by Huggies, as a complement of the echogram.

The viral video of the experience reached more than 5.000.000 organic views all over YouTube, and 3.000.000 shares on Facebook. Thousands of blogs and websites from all over the world shared the experience developed by Huggies, reaching an estimated media reach of 180.000.000 people.

After the launch of “Dad’s Pregnant Too”, the number of sold diapers increased in a 13% (From 4.340 millions in May to 4.908 millions on June, 600 millions more)

Huggies regained the leadership in the new-born segment.

The traffic to EscuelaHuggies.com increased in a 264%, and the male public went to 5% to 18%.

We strengthen the bond between fathers and sons during pregnancy, forever.

And the most important result of all: men who never changed a diaper before, started to think in diapers thanks to Huggies.