Business
Huggies® Introduces "Expensive $h*t", Putting Luxury Items in the Blast Zone and Letting Babies Do The Rest
Huggies® has launched its latest campaign, "Expensive $h*t," a one-hour event to showcase the strength of its all-around blowout protection.
About this update from Omnicom Group Inc.
[{"type":"text","content":"The event demonstrates the brand's confidence in its blowout protection ","length":75,"tagName":"p","attribs":{}},{"type":"text","content":"NEW YORK, March 17, 2026 /PRNewswire/ -- Huggies® has launched its latest campaign, "Expensive $h*t," a one-hour event to showcase the strength of its all-around blowout protection.","length":191,"tagName":"p"},{"type":"text","content":"Eighteen freshly fed, blow out prone babies wearing Huggies Little Snugglers™ were filmed while they crawled, wiggled, played—and yes, pooped—while sitting on priceless designer items, collectibles, and antiques during a one-hour event, streamed across TikTok Live, Instagram Live, and YouTube Live.","length":304,"tagName":"p"},{"type":"text","content":"The only thing standing between those valuables and total disaster: the diaper.","length":79,"tagName":"p"},{"type":"text","content":"Huggies Little Snugglers are designed with a blowout blocker that gently conforms to your baby's body for up to 100% blowout protection and gives parents confidence during everyday wear.","length":190,"tagName":"p"},{"type":"text","content":"The event quickly turned chaotic and adorable as babies freely explored the set, crawling across high-end items while parents everywhere watched to see whether the diapers could prevent a costly disaster. Parents watching the event were also invited to share their best blowout stories, turning the event into a collective celebration of the messy realities of raising little ones.","length":381,"tagName":"p"},{"type":"text","content":"The campaign was created with agency partners McCann New York and McCann New Zealand, and directed by Sunny Sixteen. The work will run across social, digital, influencer channels and PR.","length":186,"tagName":"p"},{"type":"text","content":"The full event can be watched here and the launch film can be viewed here.","length":74,"tagName":"p"},{"type":"text","content":"About McCANN","length":12,"tagName":"p"},{"type":"text","content":"McCann, part of Omnicom (NYSE: OMC), is a leading creative solutions company. The award-winning global brand network is united across 100+ countries by a mission to build iconic brands through the radical creativity of Truth Well Told™. Because when the truth is well told, it moves people and markets. Named one of the World's Most Innovative Companies by Fas...