Despite being Canada’s top diapers brand, Huggies has crafted a new campaign that’s designed to take on the headwinds of a competitive market and changing demographics within its customer base.

The brand recently launched the “Hugs Change Everything” platform for the Canadian market this month, which was developed to build upon its existing brand equity. Kimberly-Clark Canada, the parent company for the diapers brand, worked with Zulu Alpha Kilo to craft the new creative, which takes a hyperrealist approach by showing viewers a “magical world” that exists when a parent hugs their baby.

The campaign capitalizes on the brand’s insight that hugs provide physiological and emotional benefits for babies during infancy, while securing an emotional foundation that can last to adulthood. The campaign connects to Huggies products in that it’s meant to show how Huggies diapers are inspired by the comfort and benefits of hugs, wrapping babies in diapers that are safe for babies’ sensitive skin.

“Huggies is transformative, whether through a diaper change or changing the category with products that have skin health benefits,” Kimberly-Clark Canada vice-president of marketing and sales strategy Tanya Willer tells strategy. “We use a transformative voice, a highly optimistic tone that diffuses mom anxiety and empowers new parents with a tool that is accessible to all, a hug.”

Huggies’ target demographic with the new creative is Canadian mothers, but specifically it’s aiming at expecting and first-time moms. The brand’s hope is that the campaign can also support new moms through feelings of anxiety they may have.

“Huggies has long been a leader in the Canadian market and will continue to do so by driving relevancy, relatability, and loyalty with new parents,” Willer says.

The campaign will run across TV, online video, social media and the brand’s digital channels. While Zulu Alpha Kilo handled the creative, the campaign’s media planning and buying was overseen by Ignite, Veritas handled sponsored influencer content, and The French Shop worked on a French-language adaptation for the Quebec market.

The platform will run until the end of the year, with a phase two launch, that includes an experiential component, planned within that phase.