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

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.

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@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.
@hiebertpaul paul.hiebert@adweek.com 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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