Market leader HUGGIES® Pull Ups® revives potty training category

KIMBERLY-CLARK, manufacturer of HUGGIES® Pull-Ups®, is upgrading its range of potty training pants with the introduction of a unique learning liner which makes potty training easier for both toddler and mum.

Since 2012 Kimberly Clark has invested over £4M into the toilet training category. This financial investment, coupled with being the only potty training specific pant, has earned HUGGIES® Pull-Ups® the number one brand leader accolade.

2015 marks the introduction of the innovative learning liner which provides toddlers with a brief sensation of wetness before drawing moisture away from the skin. Designed to help mums, the special blue liner gently demonstrates to youngsters the difference between wet and dry and ultimately enables them to stay dry on their own.

HUGGIES® Pull-Ups® Senior Brand Manager, Carly Hunter, says: ‘The new product upgrades ensure that we continue to drive the category forward and remain the market leader for childcare.

‘As the established potty training experts, we want to provide parents with all of the tools they need to toilet-train with ease.  Our new product innovations offer mums support while driving value back into the category for our retailers through growing category penetration.’

The HUGGIES® Pull-Ups® pack design has also had an overhaul, helping them to stand out on the shelf while educating parents on the product features, enhancing the overall shopper experience.

The launch of the new HUGGIES® Pull-Ups® range is supported by a £1.2M integrated campaign which will be live throughout 2015, encouraging both parents and toddlers to  ‘Say Goodbye Nappies, Hello Learning Pants’.

Education and trial is key to Kimberly Clark’s commercial programme and will be supported with in-store shopper activation, digital communications, trade shows, Netmums partnership, and PR media – helping maintain HUGGIES® Pull-Ups® number one position as the leading resource for parents.

All of the unique features mums know and love remain, including Disney® graphics of kids favourite characters Lightning McQueen, Disney® Princess and Minnie Mouse® which help make potty training fun, plus they also fade when wet to help little ones and parents recognise when they have had an accident.  The easy up and down design, with super stretchy sides, makes it easy for toddlers to pull them up & down – like big kid pants – while the easy to open sides help mums to check for little accidents and remove easily if necessary.

Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 175 countries. Every day, nearly a quarter of the world’s population trust K-C’s brands and the solutions they provide to enhance their health, hygiene and well-being. With brands such as Kleenex ®, Scott, HUGGIES ®, Pull-Ups ®, Kotex ® and Depend ® Kimberly-Clark holds the No. 1 or No. 2 share positions in more than 80 countries.

www.kimberly-clark.com