Huggies ‘expensive $ht*’ campaign puts diapers to the test
Huggies has debuted its latest campaign, Expensive $ht*, showcasing the performance of Huggies Little Snugglers diapers in a playful, high-stakes setting.
The campaign features babies crawling, wiggling, and playing atop valuable designer items, antiques, and collectibles during a one-hour livestream event on TikTok Live, Instagram Live, and YouTube Live.
The campaign highlights the diapers’ blowout-blocking design, which gently conforms to a baby’s body to provide up to 100 percent protection, giving parents confidence during everyday wear.
Parents were invited to share their own blowout stories, creating a shared celebration of the messy realities of parenthood.
Created with McCann New York and McCann New Zealand, and directed by Sunny Sixteen, the campaign will run across social, digital, influencer, and PR channels.
The livestream event turned chaotic and adorable as babies explored the set, testing the diapers against priceless items, turning the stunt into both an entertaining spectacle and a demonstration of Huggies’ product performance.
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