Kimberly-Clark has launched a new and innovative potty training pant, specially designed for night time. A first to market, HUGGIES® Pull-Ups® Night-Time Potty Training Pants, is supported by a £2.5m multi-media drive which comprises national TV, online and PR support. The campaign will support HUGGIES® Pull-Ups® Night-Time throughout the key summer months, when potty training is at its peak. The advertising, created by JWT, is the first national TV support for the HUGGIES® Pull-Ups® portfolio since 2005 and focuses on the ‘I’m a Big Kid Now!’ proposition. Reflecting the brands fun and supportive personality, the execution is designed to show mums the successes of their little ones becoming potty trained.
Online agency (Smartfusion) has designed a fun and interactive website which launched in June, prior to the TV advertising. The website www.bigkidnow.co.uk is a tool for mums to use throughout their potty training journey with handy and encouraging hints and tips. There is also the chance to hear other mums’ experiences of potty training and an opportunity for mums to create their own personalised potty-training storybook.
HUGGIES®’ PR agency, Euro RSCG Biss Lancaster, launched HUGGIES® Pull-Ups® Night-Time Potty Training Pants to the media with a focus on bedtime reading including a press launch event featuring bedtime stories with renowned Jackanory storyteller Bernard Cribbins.
Martina Jezdikova, Brand Manager of Huggies®, said: “We are really thrilled at the launch of the HUGGIES® Pull-Ups® Night-Time potty training pants which responds to an unmet need in the market. This is a first for the child care market and something that answers the prayers of many mums across the UK.”
HUGGIES® Pull-Ups® Night-Time Potty Training Pants with extra absorbency for good night’s sleep are so easy to pull up and down, your child can go to the potty like a big boy or girl before going to bed and go to sleep feeling proud that they are a big kid.
HUGGIES® Pull-Ups® Night-Time Potty Training Pants come in distinctive night-time packaging and are generally designed with Disney Toy Story graphics for boys and Princesses for girls.
HUGGIES® Pull-Ups® Night Time Potty Training Pants are available in two sizes: Size Medium (9-15kg, 19-34lbs) for 14 pants, £4.98 and Size Large (14-18kg, 32-40lbs) for 12 pants, £4.98.
For more information on stocking HUGGIES® Pull-Ups® Night Time Potty Training Pants, please call KC customer services on 0800 626 008.