Huggies® is transforming mothers’ hugs into unique baby sleep tracks

TORONTO, Nov. 20, 2024 /CNW/ – Huggies® is building on its new Hugs Change Everything brand platform with the launch of Sound of a Hug, an innovative digital web app that allows parents to select a sleep track for their baby that mimics a parent’s heartbeat. 

The new Hugs Change Everything brand platform champions the science-backed benefits of hugs for a developing baby. This latest innovation spotlights the sound of a heartbeat along with colored background noise, which is proven to help calm baby, as it can reduce their heart rate¹, stabilize their mood, promote their sleep, promote their physical development, and strengthen the bond between parent and baby. By using a heartbeat as a music sleep track, parents can extend the impactful benefits of a hug long after their baby is put down.

Sound of a Hug is experienced on the interactive website, SoundofaHug.com, where parents can select a sleep track similar to the rhythm of their own heartbeat. By selecting additional sound variables like baby’s mood, what type of sleeper baby is, time of day, and baby’s favorite type of hug, the track musically transforms in real time to provide the ideal soundscape for baby. With over 50,000 possible outcomes, each track is as unique as the heartbeat that it is based on.

“Sound of a Hug is something we’re proud to launch as another way to support parents who wish to soothe their babies,” says Tanya Willer, Vice President of Marketing, Kimberly-Clark Canada and mother of two children. “We know that parents’ hugs play a crucial role in the healthy development of a baby and demonstrate first-hand how Hugs really do Change Everything.”

A streamlined experience is also available on Amazon Alexa devices, which can be triggered by saying, “Alexa, open Huggies Sound of a Hug.”

The Huggies Sound of a Hug campaign was created in partnership with Zulu Alpha Kilo and Zulubot, and is supported by online video, social media ads, display, and radio with media planning by Ignite, PR managed by Veritas, and French adaptation managed by The French Shop.

Campaign Title: Huggies “Sound of a Hug”
Zulu Office Location: 240 Logan Ave, Toronto, Ontario M4M 2N2
Client: Kimberly-Clark | Huggies Canada
Client contact name: Tanya Willer
Client contact email address: tanya.willer@kcc.com
Client contact address: 50 Burnhamthorpe Road West

First Posting Date: October 23, 2024
End Date (if applicable): December 31, 2024
Agency: Zulu Alpha Kilo
Chief Creative Officer: Brian Murray
Associate Creative Director / Writer: Dane Boaz
Associate Creative Director / Art Director: Juan Torres
Designer: Damian Simev, Jackman Chiu
Director of Post Production & Operations: Zulubot: Sarah Dayus
Group Business Director: Alyssa Guttman and Tara Collins
Account Director: Shauna McKenna and Alyse Thompson
Account Supervisor: Amanda Wong and Zainab Mushtaq
Chief Strategy Officer: Heather Segal
Executive Director, Comms Planning & Technology: Sean Bell
Brand Strategy Director: Meredith Ferguson
Comms Strategy Director: Sarah Yim

Client: Kimberly-Clark | Huggies Canada
Clients: Tanya Willer, Abhinav Sawhney, Laura Sturmer, Peace Asemota, Nikki Sells, Kopal
Chourey, Jason Radocay, Sutanu Sur, Nellie Veber

Media Agency: Ignite
Media Team: Ali Tinker, Fahmida Islam, Sam Storey, Ghaith Alkhatib, James Thomas,
Jasmin Shirazi, Emily Matias, Tanya Nigam, Joannie Vuong, Nisha Shah, Kristine Hirst, Min
Kim
PR Agency: Veritas
PR Team: Christine McDermott, Brittany Arnold, Camille Côté-Bégin

Director of Integrated Production: Ola Stodulska
Senior Agency Producer: Kasia Zeniuk
Senior Digital Producer: Tracy Wightman

Production House: Aspekt
Director: Linnéa Bergman
Director of Photography: Mika Aberra
Executive Producer: Liz Dussault
Line Producer: Mia Sook Young

Offline Edit Company: Zulubot
Offline Edit Producer: Amy Groll
Editor: Alain Elliott
Editor Assistant: Adrian Gluvakovich
Colour Transfer Company: Alter Ego
Colourist: Wade Odlum
Colour Producer: Jane Garrah
Online Company: Adrian Gluvakovich
Online Artists: Jeff Zablotny, Miguel Natividad, Can Yuksell
Online Producer: Sarah Dayus / Amy Groll
Recording Studio: OSO
Creative Director / Voice Director: Harry Knazan
Engineer: Dylan Groff
Audio Producer: Lauren Dobbie

French Agency: The French Shop
Account Manager: Noëlie Michaux
Production Coordinator: Jennifer Lankry

Studio: Zulubot
Lead Production Artist & Re-touching: Ashleigh O’Brien
Lead Interactive Artist: Andrew Martin
Web Developer: Kyle Collins, Jake Edwards
Producer: Kenneth Haz
Digital Interactive Co-ordinator: Kelly Sun
Audio Engineer: Noah Mroueh

SOURCE Huggies Canada