Discover How Pull-Ups is Revolutionizing Potty Training Marketing with Humor and Realism

A New Era for Pull-Ups

Led by Leo Burnett, Pull-Ups has launched a fresh marketing campaign for its training pants, introducing two animated characters: Terd and Yureen. These characters embody the realities of potty training, moving away from the idealized views to address the authentic challenges parents face.

"We’re moving beyond the idea of potty training as ‘fun, fast, and easy’ to address the real challenges parents face with honesty and empathy," said Andrea Zahumensky, president of baby and child care at Kimberly-Clark.

Engaging Campaign Elements

The campaign features a 30-second commercial showcasing Terd and Yureen, concluding with the nostalgic “I’m a big kid now” jingle. The strategy extends across various platforms—TV, online video, and social media—to effectively reach millennials and Gen Z parents where they spend most of their time.

Authenticity and Humor in Marketing

Brand manager Fallon Pyles emphasized the need for a campaign that resonates with parents by highlighting their unique experiences with potty training. The characters add a humorous touch, making a sometimes awkward process more relatable.

Breaking Taboos

Pull-Ups aims to normalize the conversation surrounding potty training, tackling the messy realities head-on. As Pyles pointed out, this approach helps parents find humor in the challenges while promoting Big Kid confidence.

Financial Performance

Kimberly-Clark reported net sales of $5.0 billion in Q3, reflecting a 4% decrease year-over-year but a growth in organic sales by 1%. The brand is on track for strong operating profit in 2024, as stated by CEO Mike Hsu.