Huggies has a uniquely curved shape, a unique differentiator that the brand was not getting credit for and got lost in the clutter of ads and the chaos of parenting. Huggies was continuously losing share to Pampers, particularly among active babies. This emphasized the need for the brand to reclaim its product superiority and ensure Huggies was top of mind for parents. The brief was focused, but called for an idea that could deliver on scale, built for shareability, and could emotionally connect with parents all while delivering on the core ask of driving a functional understanding of the products contoured shape and its unique benefits.

A portion of the proceeds of The Alphabutt Book went to the National Diaper Bank Network, a nonprofit working to end diaper need in the U.S. by providing diapers and other basic necessities to struggling families. In addition to the yearly donation of diapers and financial resources, book sales resulted in an additional $7k in donations to help support 820 families with a one-month supply of diapers.

Additional results include:

+141M earned impressions

28.1M views of Influencer content on social

4.9M illustrators’ followers reached

9.7k pageviews on Huggies.com

Publishing deal signed with Sourcebooks to launch a publisher version of the book for purchase.