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Home · News

Huggies Uses Black Father On Its Packaging For The First Time

The new makeover now includes a Black dad and baby on the packaging of their newest "Special Delivery" diapers. 
Huggies Uses Black Father On Its Packaging For The First Time
By Kynala Phillips · Updated October 23, 2020

Huggies has a historic new makeover and its packaging now includes a Black dad and baby. The brand’s newest label, appropriately called “Special Delivery”, now comes in a sleek black box that promotes fatherhood.

Three of the seven designs will showcase fathers and one of the packages will have a Black dad, which has never been done before. 

“We really believe in celebrating all parents and the great job that parents are doing,” Huggies North America brand director Kristine Rhode told USA Today. 

“When you think about the important role that dads have in the family today and how that continues to grow, we wanted to make sure they were equally celebrated.”

Since the release, the diapers have been very well received. “I don’t have infants, but I’m applauding this marketing by @Huggies,” tweeted @MrsCMitch

The models featured on the father-friendly packaging box are 3-year-old Soraya Lattimore and Chicago-native Orlondo Thompson.

“There’s a stereotype that’s out there that dads in general, not just a particular race, are not connected to their kids and not affectionate,” Thompson told USA Today. “This should have been displaced a long time ago.”

The historic and inclusive move is turning heads all over the internet.

First black father and child on #Huggies 😩😍 pic.twitter.com/v7iVszy1Qh

— AMaskedrose2 (@AMaskedrose2) July 13, 2019

We're so glad to hear you love the packaging of our Special Delivery® diapers, Yasmaine! If you get a chance to try the diapers on a little one, please let us know how you like them ❤️️

— Huggies® (@Huggies) July 9, 2019

We know how important Dads can be to their children as many of us are parents too! Thanks so much for your feedback on our brand new Huggies® Special Delivery diapers packaging!

— Huggies® (@Huggies) July 5, 2019

With Huggies Special Delivery, the brand is looking to reach an affluent audience through addressable TV and microinfluencers, via @TheDrum https://t.co/YI52AsQVN3 #targeting #advertising

— ACA (@ACA_tweets) July 11, 2019
TOPICS:  Black Dad black fatherhood Black Fathers Historic Huggies
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