Huggies’ new children’s book celebrates the A to Z of baby butts

26 illustrators contributed to ‘The AlphaButt Book,’ created by Quality Meats, which continues the brand’s gleeful focus on butt shapes

Published On
May 18, 2023
Pages from Huggies' new "AlphaButt Book'

Editor's Pick

Huggies is really getting to the bottom of baby bottoms.

The Kimberly-Clark brand released an infectious musical spot from agency Quality Meats last month celebrating all the various shapes and sizes of baby butts—and emphasizing that Huggies flexes to fit them all. Now, the agency has gone a step further—crafting a whole A-to-Z children’s book on the subject.

“The AlphaButt Book” is Huggies’ first venture into literature, and a delightful one it is. The brand recruited 26 illustrators—from Christoph Niemann to children’s book author/illustrator Tyler Feder to street artists Brosmind—to do the artwork, bringing to life such varied backsides as the Avocado Butt, the Chunky Chicken Butt, the Gigantasaurus Butt, the Quadrilateral Butt and the Zeppelin Butt.

Each page describes said butt with an alliterative tongue-twister that’s heavy on the letter in question.

The book—including an ebook version—is available for purchase at TheAlphabuttBook.com, with all proceeds going to the National Diaper Bank Network, which provides diapers to families in need. 

The brand has also created a limited-run Alphabutt poster that comes with the books, and they’ve even created an Alphabutt font for more tech-savvy butt fans. Finally, Huggies is partnering with social influencers including TikTok’s Abbie Herbert to promote the book with the hashtag #HuggiesBabyButts.

Credits

Date
May 18, 2023
Client :
Huggies
Agency :
Quality Meats
Co-Chief Creative Officer :
Brian Siedband
Co-Chief Creative Officer :
Gordy Sang
Creative Director :
Jamie Stark
Creative Director :
Dan Jordan
Producer :
Autumn Childress
Account Manager :
Chloe Sloofman
Brand Manager :
Jessica Barker
Senior Director :
Ben Gladstone
Sr. Associate Brand Manager :
Jacob Lehman
VP Infant Care :
Robert Raines
Illustration :
Teresa Bellon
Illustration :
Gemma Correll
Illustration :
JooHee Yoon
Illustration :
Zachariah Ohora
Illustration :
Christoph Niemann
Illustration :
Mathias Ball
Illustration :
Jasmine Floyd
Illustration :
Christiane Engel
Illustration :
Sarah Anderson
Illustration :
Tyler Feder
Illustration :
Flavia Z Drago
Illustration :
Erika Lynne Jones
Illustration :
Tisha Lee
Illustration :
Heegyum Kim
Illustration :
Elise Gravel
Illustration :
Jeremy Ville
Illustration :
Jana Glatt
Illustration :
Keith Negley
Illustration :
Grand Chamaco
Illustration :
Jason Grube
Illustration :
Juan Molinet
Illustration :
Chaaya Prabhat
Illustration :
Craig & Karl
Illustration :
Vanessa Brantley Newton
Illustration :
Alice Piaggio
Illustration :
Brosmind

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