Huggies, stoking physique positivity on the earliest life phases, has launched a music-driven advert marketing campaign that showcases child bums of all sizes and styles, with an authentic earworm tune because the soundtrack, a companion storybook and a giveback program for households in want.
The work goals to “celebrate a wide variety of squishy baby tushies,” in line with the Kimberly-Clark model. The movies, together with the model’s first foray into publishing, come from Chicago-based unbiased company Quality Meats.
The multi-layered venture, the primary from the company for the brand new shopper, isn’t a typical advertising stunt, in line with Gordy Sang, co-founder and chief inventive officer. The aim is for it to “live on beyond the media buy,” Sang stated.
The instructional image guide, known as The AlphaButt Book: The ABCs of Baby Butts and Bodies, will probably hit bookstores, Amazon and different retailers to boost cash for the National Diaper Bank Network.
“Whenever we can link something to a charitable cause that doesn’t just push a product but can help do good, it’s very fulfilling,” Sang informed Adweek.
The effort targets shoppers with a message that not all diapers are created equal—specializing in its curve-skimming design and including an inclusive twist. “No matter what butt you got,” the model says, “we got you, baby.”
Per the model’s analysis, 80% of oldsters say that product consolation is essential, with 92% saying they assume infants have higher mobility whereas carrying a well-fitting diaper. Yet 1 in 3 survey individuals believes all diapers are formed the identical, an angle Huggies is attempting to vary.
The commercials, from director Keith Schofield, are presently operating on linear TV, on-line video, digital and social media beneath the tagline “For All Baby Butts.” Other media buys embrace print and radio advertisements. The “Baby Bop” anthem, a catchy upbeat monitor from FuturePerfect, has dropped on Spotify and Pandora.
In addition to creating the movies, creatives at Quality Meats wrote the storybook and recruited a various roster of 26 illustrators, together with Christoph Niemann from the New Yorker, kids’s guide creator Tyler Feder, cartoonist Sarah Anderson and avenue artists Brosmind and Jeremyville.
The guide “embodies everything the Huggies brand stands for,” stated Robert Raines, vp of selling. “Not to mention a fun and memorable way to learn the ABCs.”
TikTook influencer and mom of two Abbie Herbert will assist promote The AlphaButt Book, which has impressed a line of fonts out there on-line, and all proceeds from its e-book or bodily gross sales will go to the nonprofit National Diaper Bank Network.
To additional bolster the giveback effort, Huggies is asking households to point out off their very own dance strikes on TikTook. For every bit of content material created, the model will donate $10 to the nonprofit that tries to finish diaper poverty. Participants might also win a duplicate of The AlphaButt Book and Huggies product for tagging #HuggiesBabyButts.