18 babies crawling and playing on objects valued at $500,000 is the experiment with which Huggies has tested the resistance of its diapers. The special action “Expensive Sh*t”, devised by the agencies McCann New York and McCann New Zealand, seeks to demonstrate the protection that their product provides against the most unexpected leaks, turning a test into entertainment.

And the brand has broadcast “live”, through TikTok, Instagram and YouTube, this particular test, carried out on Thursday, March 12. With this, the Kimberly-Clark brand wanted to demonstrate the reliability of its Huggies Little Snugglers diapers and calm one of the main concerns of fathers and mothers during parenting.

So, instead of simply claiming that they work, you have invited consumers to connect with your experiment. He has done so with a promotional piece in which he describes the action as an “epic event” and in which he contrasts endearing images of babies with a selection of highly valuable objects, including a high-end car, luxurious bedding, designer pieces and antiques. And the only thing that separates those objects from being ruined is the brand’s diaper.

The promotion of the event has also included the participation of influencers and content creators, especially those linked to the family and lifestyle segment. They have invited their communities to broadcast Huggies, while valuing the resistance of their diapers.

However, the broadcast was a fake live broadcast, since what I broadcast was a previously edited one-hour video, together with the directors collective Sunny Sixteen. In it, babies have been observed crawling over the selected objects, accompanied by the music of a violinist. From time to time, fathers and mothers would check the diapers for leaks.

The video showed a countdown, and interspersed images of the experiment with statements from fathers and mothers, as well as photographs and videos of the babies in their daily lives. The parents have shared details of their routines, and have valued the role that the brand’s products play in their lives. In addition, the video has also included interventions by representatives of the brand, who have explained the production process of the diapers and explained their safety during the different tests.
Through TikTok, the broadcast has reached more than 22,000 live viewers.

“Eighteen freshly fed babies wearing Huggies Little Snugglers with up to 100% leak protection will crawl, squirm and, yes, shit, while sitting on high-value designer objects, collectibles and antiques during an hour-long broadcast” commented Danilo Boer, Global Creativity Leader at McCann, via LinkedIn. “A chaotic, somewhat scary and very memorable way to demonstrate a simple product truth”.