AlphaButts: Huggies Writes the Book on Babies' Bottoms
Singing about babies' backsides wasn't enough for Huggies. Why stop with that, when there are so many concepts to get behind?
And so, we have The AlphaButt Book: An ABCs of Baby Butts & Bodies. Twenty-six illustrators, many with children's book backgrounds, contributed.
It all begins with "Avocado Butt." And the cheekiness never lets up.
You just can't wipe away the cuteness. Not even with a moist towelette.
"We wanted to create something that not only telegraphs the product benefit, but make an actual product that's beneficial to mom and baby, and something that can live beyond a traditional media buy," agency co-CCO Gordy Sang tells Muse. "
"Also, diapers hold butts, and not much of the diaper advertising has gone directly at butts," he says. "And kids love hearing and saying the word 'butt.'"
That's about as on brand as it gets.