Baby brand Tommee Tippee is playing kind of dirty with its new campaign to promote its new Ultra Bottle.

Surely, the brand knows that the interrnet's a sucker for cute little furry things with big eyes, so with the help of McCann New York, it's enlisted the help of orphaned baby cheetahs and even an infant panda and koala to convince you to buy the latest addition to its feeding lineup. They're billing the Ultra as "the only bottle you'll ever need," so to get you to try it, they've announced "The Cutest Cause" and are plugging the plight of Leroy, Sally, Nancy, Phil and more little fuzzies who are in dire need of your used feeding vessels.

Because what's more cute than a baby drinking out of a baby bottle? A baby animal drinking out of a baby bottle, the ad says (and, from the visuals, that's quite difficult to refute).

If you purchase an Ultra bottle (and discover that it truly is the only bottle you need), you can simply drop your old ones into the Ultra's old packaging and ship them to the Cincinnati Zoo's nursery. The product, available at Babies R' Us nationwide, box comes with a hang-tag that includes a prepaid shipping label to the zoo.

"There is something undeniably magnetic about baby animals, with their tiny paws, and furry little tummies, and we liked leaning into the insight that a lot of people might even find them cuter than human babies," said McCann Art Director Lizzie Wilson in a statement. "We also really like the idea that parents across the country could give their old baby bottles a second life by simply mailing them off to the Cutest Cause in history."

Beyond the adorableness, it's quite a smart mashup of advertising and packaging innovation with a bit of social good thrown in.