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

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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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