Diaper Brand Wars: Which Commercial Hits Home? » The S3 Agency

Diaper Brand Wars: Which Commercial Hits Home?

New Pampers and Huggies ads get emotional, but which diaper brand gets the win?

Doctors stress the importance of skin-to-skin contact between mother and baby in the moments following birth. Now commercials for two competing diaper brands, Pampers and Huggies, are using skin-to-skin to pull at viewer heartstrings. Which brand prevails?

Let’s evaluate each:

Pampers:

The Pampers Swaddlers commercial opens with a post-birth hospital scene. A nurse hands a somewhat sweaty, tearful new mom her beautiful bundle of joy. The mom kisses her baby and lays it on her chest, as a narrator states how it was “love at first touch.” Pampers boasts how it’s the number one choice of hospitals as an image of a baby being changed into a blanket-like soft diaper appears on screen. In conclusion, Pampers wishes viewers its signature slogan: love, sleep and play.

It’s an effective commercial that gets points for key messaging and use of award mention. However, something is holding me back from being 100 percent sold on it. Maybe it’s the fact that I’ve given birth and I surely didn’t look as put together as the mom in the commercial afterwards. That distracted me from the message a bit. I know it’s a commercial, so of course it’s not going to be totally realistic, but those thoughts did cross my mind.

Huggies:

Then there’s Huggies The Power of Hugs commercial, which captures the emotional moments between a new baby and mother during skin-to-skin contact, set to lullaby music. Whereas the Pampers cameras filmed close-up shots of the newborn, the Huggies commercial pulls the cameras back so the viewers can see exactly how tiny these precious bundles are. In some scenes, the mom’s face isn’t even shown – the focus is purely on the baby. Huggies is also on point with brand messaging, as the lullaby is about hugs and the health benefits of hugs scroll across the screen.

This commercial had me weeping down memory lane. The scenes are realistic and moms can picture themselves in each woman’s place. It brings parents back to those heartwarming first moments at the hospital, when they are deliriously exhausted from sleep deprivation but so head-over-heels in love with the miracle in their arms. High five, Huggies! Ironically, I buy Pampers for my daughter. But maybe now I’ll have to reconsider my purchasing habits.

 

Joelle Speranza
Joelle Speranza
jsperanza@thes3agency.com

PR Account Executive @ The S3 Agency

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