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Last year, Huggies started working on a Pull-Ups campaign in the U.K. for the brand’s new Explorers product for kids as young as 9 months just learning to walk and needing the kind of protection that can withstand energetic wiggles, tumbles and first steps.
The Kimberly-Clark brand was planning to bring back its classic tagline, “I’m a big kid now,” with a TV commercial and promotional content for a monthslong digital campaign. The creative agency and production company had planned a traditional green-screen studio shoot with toddler talent cruising around in Pull-Ups.