"After gathering much information in focus groups, we heard that Huggies just hadn't done anything innovative, ground-breaking, or anything that established some kind of cultural movement, so to speak. So we wanted to put that shock value back into the product. We figured this product really needed to speak the attitudes of young children coming into this world, to speak way earlier than with the utterance of even their first word. We wanted diapers with attitude."
"Thuggies" became the new take-over of this idea, with a collection of various catchphrases stamped on the back of each diaper.
"We figured with the triple protection leak barriers, nothing was getting past those pampers. With the super- absorbent cottons within, that pamper could suck up more than a Bounty roll, leaving that pamper maxed out in protection. With all the premium absorption leads to a heavy weight which may in fact lead the diapers to sag. Well, we saw this as a marketing opportunity and decided to rename the diaper "Thuggies" for the way it naturally sinks towards the ground. Add a little catchphrase on the back and you got an infant with attitude. We want to establish that sense of personality and individualism through the diaper."
"If they can make Denim-looking pampers, why can't we have the underlying boxer look that was so popular among hip-hop high school kids in the early '90s? C'mon, it's just a freedom of expression that happens within the doors of your own home. Live a little. Don't take it too seriously. "
Of course, many celebrities were reticent to put their name behind this product, except of course the renown Hollywood sell-outs: The Kardashian sisters. They will dominate this market, and only shows that they will once again, put their name behind a bunch of crappy products.
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