We reworked the entire HUGGIES brand and voice shifting the brand voice from an aspirational “new mom” sweetness to this slightly irreverent, tongue and cheek tone that resonated with these moms.

Part of my role was to direct staff copywriters, freelance authors, and other agencies to make sure that the voice and content stayed on brand.

Work included branding, content, advertising, hospital videos, direct mail for all HUGGIE's brands, promotions (diapers, Pull-Ups and wipes)

Role: Creative Director/ CW / Content Stratey