Huggies

The problem? HUGGIES' brand voice leaned on an aspirational "new mom" sweetness that no longer reflected how real moms actually talked or felt.

The solution? We reworked the entire HUGGIES brand and voice, shifting it to a slightly irreverent, tongue-in-cheek tone that resonated with moms.

I owned brand voice consistency, leading a team of staff copywriters, freelance authors, and outside agencies, ensuring every piece of content stayed true to the new brand tone.

Oversight 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