Pull-Ups on Monday (Dec. 16) announced a campaign that represents a marketing relaunch for the brand of training pants marketed by Kimberly-Clark. The effort stars two anthropomorphic characters — the careful, thoughtful Terd and the energetic, optimistic Yureen — who represent the duality and reality of the potty training journey.
“We’re moving beyond the concept of potty training as ‘fun, fast, and straightforward’ to address the true challenges parents face with honesty and empathy,” said Andrea Zahumensky, president of baby and child care at Kimberly-Clark, in a press release. “By stepping away from idealized portrayals, we’re connecting with parents on a deeper level, showing that Pull-Ups training pants are designed to be a tool for constructing a toddler’s confidence.”
A 30-second spot features Terd and Yureen and ends with the long-running “I’m an enormous kid now” jingle. The full 360-degree campaign is running across linear TV, connected TV, online video, retailer platforms and audio but places a big emphasis on social media platforms including Meta, TikTok and Pinterest. The media plan was built to meet millennials and Gen Z where they spend their time to help Pull-Ups solidify an association with potty training.
“Many of us on the team are parents and fall inside this age range, and all of us had vastly different experiences with potty training,” said Fallon Pyles, brand manager for Pull-Ups at Kimberly-Clark, in emailed comments. “We want to bring that firsthand experience to the campaign to help parents feel seen (and make them laugh!), while keeping our promise of constructing Big Kid confidence central.”
Staying real
Pull-Ups’ anthropomorphized bodily functions bring some levity to the potty training process, add thumb-stopping elements to its marketing and interact with consumers beyond the “voice of the brand,” Pyles said.
The campaign, with creative led by Publicis Groupe agency Leo Burnett, also continues a trend in personal care marketing that appears to normalize formerly taboo realities. For Pull-Ups, the approach caters to overwhelmed parents trying to navigate a largely negative online conversation around potty training.
“Pull-Ups wanted to tell a more real and relatable story about this phase; one which doesn’t shrink back from the messy realities of what you take care of if you’re potty training — literal pee and poop,” Pyles said. “But also, a story that may help parents find the inherent humor in the method and have fun their Big Kid for learning latest independent skills along the best way.”
Kimberly-Clark in Q3 reported net sales of $5.0 billion, down 4% 12 months over 12 months, with organic sales growth of 1%. The company stays on course to deliver strong operating profit and margin in 2024, CEO Mike Hsu said in a press release across the report.
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