Huggies, stoking physique positivity on the earliest life phases, has launched a music-driven advert marketing campaign that showcases child bums of all sizes and styles, with an authentic earworm tune because the soundtrack, a companion storybook and a giveback program for households in want.
The work goals to “have fun all kinds of squishy child tushies,” in keeping with the Kimberly-Clark model. The movies, together with the model’s first foray into publishing, come from Chicago-based unbiased company High quality Meats.
The multi-layered venture, the primary from the company for the brand new shopper, isn’t a typical advertising stunt, in keeping with Gordy Sang, co-founder and chief inventive officer. The purpose is for it to “reside on past the media purchase,” Sang stated.
The tutorial image e-book, known as The AlphaButt E-book: The ABCs of Child Butts and Our bodies, will probably hit bookstores, Amazon and different shops to boost cash for the Nationwide Diaper Financial institution Community.
“At any time when we will hyperlink one thing to a charitable trigger that doesn’t simply push a product however can assist do good, it’s very fulfilling,” Sang informed Adweek.
The trouble targets shoppers with a message that not all diapers are created equal—specializing in its curve-skimming design and including an inclusive twist. “It doesn’t matter what butt you bought,” the model says, “we bought you, child.”
Per the model’s analysis, 80% of fogeys say that product consolation is essential, with 92% saying they suppose infants have higher mobility whereas carrying a well-fitting diaper. But 1 in 3 survey contributors believes all diapers are formed the identical, an perspective Huggies is making an attempt to alter.
The commercials, from director Keith Schofield, are at the moment operating on linear TV, on-line video, digital and social media beneath the tagline “For All Child Butts.” Different media buys embody print and radio adverts. The “Child Bop” anthem, a catchy upbeat monitor from FuturePerfect, has dropped on Spotify and Pandora.
Along with creating the movies, creatives at High quality Meats wrote the storybook and recruited a various roster of 26 illustrators, together with Christoph Niemann from the New Yorker, kids’s e-book writer Tyler Feder, cartoonist Sarah Anderson and road artists Brosmind and Jeremyville.
The e-book “embodies every little thing the Huggies model stands for,” stated Robert Raines, vp of selling. “To not point out a enjoyable and memorable technique to be taught the ABCs.”
