I was invited to the inaugural Huggies Parents Council that was held in Chicago to discuss the controversy over “glass” found in Huggies wipes. There were a dozen fellow parent bloggers/influencers invited to bring concerns, comments, and/or criticism to the council and have a chance to speak directly to the brand. I saw this an awesome opportunity to represent the dad-voice to a major brand and to encourage more involvement of dads in marketing, research, and overall branding. What I didn’t expect was to realize that Huggies saved my marriage.
Before we get to the moment of clarity that made me go home and bombard my wife with huggies (really bad joke), let me give you a recap of what I learned. Before I went, I set up a poll to see how many of you used Huggies, how many heard about the controversy, what you did or would have done after hearing about the controversy, and if you had any specific concerns that you wanted me to bring to the brand.
I found it interesting that the majority of the people taking the survey said that they trusted the brand and either ignored the claim of glass in the wipes or would have researched the claim instead of simply halting use of the wipes immediately. That told me that parents see Huggies as a trusted brand. (Made me feel good about our choice in wipes, little did I know that it actually saved my marriage… more on that, soon.) Continue reading
In 2012, Huggies was challenged by the Dad Blogger world to change the depiction of fathers in their advertising campaign focusing on the “Ultimate Dad Test.” The short of it was that their diapers could withstand the test of, well… Dad. (*cue suspenseful piano music*)
The charge to end the message that the gender of the parent should have nothing to do with the strength of a diaper was lead by Chris Routly who blogs at Daddy Doctrines. Huggies responded quickly and actually remade their commercials from their “Dad Test” series of advertisements, “to make clear that it is the DIAPERS being tested, not the DADS.” Since then, they have the support of dads everywhere and have remained parent-centric in their advertising.
Recently, Huggies was in the news for concerns about glass found in their wipes. Huggies performed independent testing and released the findings on their website confirming that “NO glass or fiberglass was present.”
Huggies has decided to take it a step further and create a Huggies Parent Panel for a roundtable discussion with the Huggies brand to hear parents’ questions, concerns and any insights that they want to share. They felt it was important to have a voice from the stay-at-home dad contingency and it was decreed, by the powers-that-be, to be me, you see.
On Monday, October 5th, I will attend the Huggies Parent Council where I can bring concerns, comments, and/or criticism to the Huggies brand from the most important people in the world; parents. Please take a quick moment (seriously quick, like less than a minute) to fill out this anonymous survey. Are you concerned about the Huggies brand or about glass in their wipes? Let me know and when the council is over, I will update you on your concerns.