Several years into my time leading the Huggies account, a new CMO came in. He liked all the fun baby work we had created, but asked us a very simple question: “What does Huggies stand for?” We had never really stopped to think about this, because we had inherited a campaign from a previous agency. Two weeks later, we came back to him with our answer. “Huggies stands for hugs. It’s right in your name. You’re the only diaper that hugs. And there’s nothing more powerful than a hug. The benefits are scientifically proven.” Then we showed him all the evidence supporting this. There was a slow clap in the room. Which led to a series of highly emotional films from real Moms and Dads, and the stories behind their baby’s hugs.