Huggies Features A Black Father On Packaging For First Time In Company's History
This is certainly groundbreaking.
Huggies diapers has broken new ground with the release of its first-ever packaging featuring a Black father.
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For the first time in 41 years, a Black father will finally be seen loving and taking care of his child front and center on the packages of the new "Special Delivery" line. USA Today reports the images were unveiled on July 8 as part of a new diversity push.
Dads of different races will be seen in the campaign. However, Huggies hopes to challenge stereotypes that claim Black fathers are not present in their children's lives the positive images. A CDC study from 2013 has been instrumental in dispelling racist notions about Black fathers, but representation is still needed.
Chicago native Orlondo Thompson and 3-year-old Soraya Lattimore are two of the new faces featured on the packaging. For Thompson, he sees great value in being part of a campaign that sheds light on the importance of fatherhood.
“There’s a stereotype that’s out there that dads in general, not just a particular race, are not connected to their kids and not affectionate,” Thompson told USA Today. “This should have been displaced a long time ago.”
Ultimate skin comfort with our softest diaper ever. NEW Huggies® Special Delivery™ Our Perfect diaper. pic.twitter.com/pNDOgdbftS— Huggies® (@Huggies) July 18, 2019
According to CNN, there will be seven designs in total. The new premium line will use plant-based ingredients, have leak protection and provide "ultimate softness" for babies' bottoms.
“We really believe in celebrating all parents and the great job that parents are doing,” Huggies North America brand director Kristine Rhode told USA Today.
“When you think about the important role that dads have in the family today and how that continues to grow, we wanted to make sure they were equally celebrated.”
Take a look at the new line below: