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Pull-Ups®, the iconic brand synonymous with potty training and the unforgettable “I’m a Big Kid Now” 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® is dedicated to fostering BIG KID® confidence through every step of the journey. Building on its legacy of helping parents navigate this milestone, Pull-Ups® 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 “pros” who guide parents and kids through the experience with humour and heart. Terd is careful and thoughtful, while Yureen is energetic and optimistic – together, they represent the dualities of the journey. Most importantly, they’re 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® reinforces that mistakes are part of the learning process and celebrates the confidence kids build along the way.

“This relaunch represents a significant shift for Pull-Ups®,” said Andrea Zahumensky, president of baby and child care at Kimberly-Clark. “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. 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.”