Global advertising agency Leo Burnett's newest effort for Huggies Pull-Ups takes a unique approach to the typical diaper campaign and doesn't shy away from addressing stinky situations.
The Kimberly-Clark-owned brand marked its new marketing relaunch with an ad starring two anthropomorphic animated characters: Terd and Yureen.
In a statement, Kimberly-Clark President of Baby and Child Care Andrea Zahumensky addressed a shift in the brand's marketing strategy from "fun, fast, and easy" potty training to honesty and empathy in addressing scenarios:
"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 building a child’s confidence."
Meanwhile, according to Brand Manager Fallon Pyles, this campaign was specifically crafted for Millennials and Gen Z, many of whom are parents who have different experiences with potty training.
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By creating a campaign that gives a sense of levity and comfort to parents, Pull-Ups also helps them inspire their own children to "Build Big Kid Confidence."
This innovative approach highlights the importance of effective advertising strategies that resonate with families, similar to those employed by top agencies in the industry like Leo Burnett.
The 360-degree campaign runs across audio, online video, linear and connected TV, retailer platforms, and social media, including TikTok, Pinterest, and Meta.
The campaign addresses a sensitive topic in a playful way, normalizing open discussions about bathroom accidents.
Using animated characters establishes the Pull-Ups brand voice as friendly and understanding.
Building Big Kid Confidence
A 30-second spot begins with Terd and Yureen, who wait anxiously on top of a tissue roll in the bathroom for a potty-training boy and his parents.
With Pull-Ups Training Pants, the young boy is able to build up his skills without fear.
The two also highlight the product's 100% leak-free material.
"And if accidents happen, he's got backup," Yureen assures Turd.
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Eventually, the spot ends with the tagline: "I'm a big kid now!"
It's not surprising that a trusted agency like Leo Burnett has been busy with end-of-year campaigns.
Earlier this month, the agency worked with TUI to launch a holiday campaign involving an illustrated children's book.
