Huggies has launched an online platform that allows parents to choose a sleep track that has a rhythm similar to their own heartbeat and which can be played for their babies as they sleep.

Working with Zulu Alpha Kilo and Zulubot, the “Sound of a Hug” website was created for parents to select a sleep track, as well as additional sound variables depending on the baby’s mood, what type of sleep they’re having, time of day and the baby’s favourite type of hug. According to the brand, the sound of a heartbeat combined with background noise can help calm the baby, lower their heart rate, stabilize their mood, increase sleep and promote physical growth, as well as strengthen the bond with their parents.

The launch of the site is supported by online video, social media, display and radio ads with media planning by Ignite, PR by Veritas and French adaptation by The French Shop.

Tanya Willer, VP of marketing at Kimberly-Clark Canada (Huggies parent co.), tells MiC that “Sound of a Hug” is an extension of its Hugs Change Everything brand platform, which focuses on the science-backed benefits of hugs for baby development. According to Willer, after launching the platform the team saw an opportunity to explore and expand the benefits of a hug beyond a physical one. This is the first time the brand has launched a digital platform of this kind.

“With Huggies’ Sound of a Hug, we have an opportunity to go beyond the hug and connect with families in a new way,” Willer says. “By effortlessly integrating itself as part of a daily routine, Huggies Sound of a Hug can become a valuable support for parents, connecting with them wherever they are in their journey, and ensuring Huggies continues to stay top-of-mind for families.” 

Specifically, the target audience is pregnant women and new mothers. Willer notes that the company’s aim is to provide the tools needed to navigate each stage of motherhood, therefore its marketing efforts are centred on emphasizing that the brand is present not only during the diapering phase, but also at other important stages.

“We know parents are looking for brands they can trust and grow with, and that’s what Huggies is all about. Not only do our product offerings grow with you as your baby graduates from Huggies to Pull-Ups and Goodnites, we want to ensure parents can trust the brand that’s with them and their baby from day one, so they can come back throughout their journey,” Willer adds. “We want to ensure Huggies can continue being a leader in the Canadian market with new and existing parents, and are doing so with innovative and relevant platforms like this one.”