• by Fern Siegel , Yesterday

The World Cup run June 11-July 29, 2026 — and the U.S., Canada and Mexico play host. It's estimated that half of the American workforce may skip work and watch part of the tourney live.

Huggies is taking a novel approach to the sporting event — encouraging potential parents to plan conception now. The "Do It For The Team" campaign suggests if timed right, a June baby means parental leave. That's more time to enjoy the games.

The social campaign by Gut is not only presenting an enticing lure, but adding a Spotify playlist designed to set the mood. 

Parents could also win six weeks’ worth of free diapers. Huggies is planning ahead.

“Huggies knows this is more than soccer’s biggest tournament, it connects people around the world and unites generations of fans,” said Ricky Casal, Chief Creative Officer, Gut Miami. 

“While athletes and followers prepare for their moment on the global stage, we wanted to celebrate and support the soon-to-be parents experiencing their own life-changing moment as they welcome the next generation of fans,” he added.

Gut work includes Samsung Galaxy Watch, ABinBev, Progressive Insurance and Spaten.