Huggies debuts ‘The Alphabutt Book’ and New Song
The brand will donate 100% of the book sales to the National Diaper Bank Network
Kimberly-Clark’s diaper brand, Huggies, believes that babies of all shapes and sizes deserve to be comfortable. When it comes to diapers, not all are created equal. In fact, a recent survey from Huggies found 92% of parents believe a baby’s movement is better with a well-shaped diaper and factors like a comfortable fit are crucial for 80% of respondents when selecting which diaper to buy. However, according to the survey, more than 1 in 3 parents think all diapers are shaped the same and aren’t aware there are different shaped diapers.
To celebrate all the fun things babies can comfortably do while wearing Huggies, the brand is partnering with TikTok sensation and mama of two, Abbie Herbert, to unveil the brand’s quirky new story time treasure, The AlphaButt Book: An ABCs of Baby Butts and Bodies.
According to the company, Huggies understands a diaper that fits those special baby curves helps babies to move, dance and play comfortably. “That’s why only Huggies diapers have a special curved elastic and pad to better fit baby’s butt, and includes Double Grip Strips™ designed to hold the diaper in place. Huggies® Little Movers® also include a stretchy back-pocketed waistband to help lock in mess for worry-free running, jumping and playing. No matter what butt you got, we got you, baby,” K-C stated in a press release.
The first-ever book from Huggies features illustrations by a diverse roster of 26 acclaimed illustrators. Fans can purchase The AlphaButt Book at thealphabuttbook.com and Huggies will donate 100% of the book sales to the National Diaper Bank Network.
“As a mom with two-under-two, comfort is top-of-mind daily when it comes to my little humans,” said Abbie Herbert. “I’m constantly wrangling my toddler, and with Huggies diapers, I feel confident that I can give my daughter the comfort she needs when dancing in our latest TikTok or simply on the move. And when it comes to finding those comfy moments when we’re all piled together on the couch, The AlphaButt Book is the best new read for our family – it makes us all giggle with each page turn!”
To showcase Huggies Little Movers curved and stretchy diaper fit, fans are also encouraged to show off their moves with their babies to the new ‘Huggies Baby Butts Bop’ original song. Abbie, husband Josh Herbert and their crew have kicked off their #HuggiesBabyButts dance moves on TikTok and will be joined by a roster of parent TikTok creators.
Additionally, fans have a chance to score a copy of The AlphaButt Book and a pack of Huggies most comfortable Little Movers diapers by sharing a dance on TikTok using the #HuggiesBabyButts hashtag.
Huggies will also extend their National Diaper Bank Network support by donating $10 for every piece of content created, up to $20,000 to further the brand’s mission of helping to end diaper need.
The brand is proud to release a new creative spot featuring babies of all shapes and sizes set to the new quirky dance track, ‘Huggies Baby Butts Bop,’ created by FuturePerfect, that calls out the different shapes and the fun activities baby is doing.
“At Huggies, we care about keeping babies happy, dry and comfortable, starting with a diaper that fits your baby’s curves,” said Robert Raines, Huggies North American Vice President. “Our ‘We’ve got you, baby’ tagline not only applies to the little ones in our lives, but making sure parents feel confident when choosing Huggies.”
