Huggies bets on Danny Trejo to highlight the softness of Snug & Dry diapers

Huggies, a Kimberly-Clark brand, is attracting attention with its new advertising campaign by casting actor Danny Trejo – known for his roles as villains and tough guys in Hollywood – to promote the softness of Snug & Dry diapers, now reformulated.

In the 30-second commercial entitled “Unexpected Softness”, Trejo enters a children’s party and, between scenes of typical behavior of his characters, is surprised by the softness of the diapers when he picks them up. The campaign mixes humor with an emotional message, emphasizing that even the most “hardened” can recognize the comfort and care that the product offers.

According to Andrea Zahumensky, president of Kimberly-Clark’s baby and child care division in North America, “while immediately recognized as the ultimate tough guy, Danny is anything but.  His presence adds a delightful surprise and helps us bring to life just how soft the new and improved Huggies Snug & Dry really is”.

With the global baby personal care market expected to reach US$9.36 billion by 2035, driven by greater demand for hygienic products suitable for sensitive skin, the campaign reinforces the brand’s positioning in innovation and authenticity. The choice of Trejo, with his unexpectedly affectionate off-screen persona – he often donates diapers and takes part in social actions – contributes to broadening the brand’s affinity with different consumer profiles.

Huggies had already adopted a humorous tone in other actions, such as the launch of the Little Snugglers models with the unusual “Poop Poncho”, and continues to invest in narratives that combine lightness and relevance to stand out in an increasingly competitive sector.