The Big Game

Huggies Will Advertise in the Super Bowl—a First for Parent Company Kimberly-Clark

The 30-second spot will introduce a new look, feel and voice for the diaper brand

Kimberly-Clark saw revenue gains during the pandemic, similar to other first-time Big Game advertisers.Huggies
By Kathryn Lundstrom & Paul Hiebert

January 25, 2021

Huggies has confirmed to Adweek that it will debut a brand refresh at the Super Bowl this year, making it the first diaper brand ever to grace the Big Game stage.

Kathryn Lundstrom

Kathryn Lundstrom is Adweek's senior news reporter based in Austin.

Paul Hiebert

Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.

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