HUGGIES
How do you maximize a licensing opportunity and boost your brand to a new level?
Huggies Special Delivery is a super-premium diaper. Known for comfort, mobility, and reliability, the brand has always delivered quality to consumers seeking a better experience for their baby. In 2021, a special Disney 101 Dalmatians licensing opportunity presented itself, and the brand jumped at the chance to engage consumers with a new level of sophisticated fun.
Client
Huggies Special Delivery
Category
Baby Care | Diapers
Services
Design Strategy
Trendslation™
Package Design
Brand Asset & Imagery
Background
Disney has the magic among licensing franchises in family and children’s products. But, effectively leveraging a licensed property like 101 Dalmatians so that it advances both your brand and Disney’s can be especially challenging. And a top-down approach was taken to maximize consumer connection across the line.
Standout Packaging
The diaper aisle constantly evolves and has a highly transient consumer base, making shelf presence especially critical. The Huggies Special Delivery package stands out in a rich black unique to the category and conveys a premium, non-gender-specific sophistication. This color also set the perfect background to stage the 101 Dalmatians theme, and the beloved puppy illustrations stood out like billboards, making them impossible to miss. A tonal pattern of dalmatian markings brought a finishing touch of detail.
The colors reversed when the package was opened, delighting parents with black dalmatian spots on white. This brought the franchise to life and presented the product lightheartedly.
Premium Print and Pattern
Next, we developed print and pattern on the diaper. We explored Illustration trends and applied subtle updates to refresh the 1960s art style while remaining true to the franchise essence.
Poses and activities of the puppy characters coincide with each developmental stage; less active subjects for younger baby sizes and more active for older. Custom typography and further illustrative elements add a London sense of place. The fun plays up even more with five to seven different diaper designs included in each pack—rather than the industry standard of two or three.
Results
This was the first time a Disney franchise had found its way to Huggies Special Delivery, and it elevated the brand to an all-new level. Almost overnight, it became an Instagram-worthy favorite with moms and babies alike.
