Huggies recently rolled out its new Special Delivery diapers — which are softer and made of plant-based materials — and for the first time, the company's boxes feature images of male parents.
The new diapers come in seven distinctive black boxes, with three portraying fathers, including an African-American dad and his child.
“We really believe in celebrating all parents and the great job that parents are doing,” Kristine Rhode, Huggies North America brand director, told USA Today. “When you think about the important role that dads have in the family today and how that continues to grow, we wanted to make sure they were equally celebrated.”
The seemingly simple marketing endeavor has resonated with fathers, who are often viewed as contributing less to the rearing of children — including diapering — than mothers.
A commercial for the diapers also prominently features dads.