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Pull-Ups Introduces 'Terd' and 'Yureen' in Campaign Celebrating Big Kid Confidence

17/12/2024
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The campaign, creatively led by Leo Burnett, guides parents and kids on potty training with humour and heart

Pull-Ups庐, the iconic brand synonymous with potty training and the unforgettable 鈥淚鈥檓 a Big Kid Now鈥 jingle, is celebrating the ups, downs, and chaos of potty training with a fresh new campaign. In a world where potty-training can make a kid feel small, Pull-Ups庐 is dedicated to fostering BIG KID庐 confidence through every step of the journey. Building on its legacy of helping parents navigate this milestone, Pull-Ups庐 is championing the potty-training process with empathy, optimism, and humour in this new marketing relaunch.

At the heart of the campaign, creatively led by Leo Burnett, are Terd and Yureen, two animated potty-training 鈥減ros鈥 who guide parents and kids through the experience with humour and heart. Terd is careful and thoughtful, while Yureen is energetic and optimistic 鈥 together, they represent the dualities of the journey. Most importantly, they鈥檙e there to support kids as the true heroes of their own stories.

This is one of the first times a brand is showing the realities of potty training, not just the success stories. By normalizing these moments with warmth and honesty, Pull-Ups庐 reinforces that mistakes are part of the learning process and celebrates the confidence kids build along the way.

鈥淭his relaunch represents a significant shift for Pull-Ups庐,鈥 said Andrea Zahumensky, president of baby and child care at Kimberly-Clark. 鈥淲e鈥檙e moving beyond the idea of potty training as 鈥榝un, fast, and easy鈥 to address the real challenges parents face with honesty and empathy. By stepping away from idealized portrayals, we鈥檙e connecting with parents on a deeper level, showing that Pull-Ups training pants are designed to be a tool for building a child鈥檚 confidence.鈥

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