Kimberly-Clark LTD, manufacturer of HUGGIES® Pull-Ups®, has unveiled the brand’s latest television advertisement, building on last year’s graduation themed campaign.


The new 20 second, live action creative depicts potty training toddlers wearing HUGGIES® Pull-Ups®, while accompanied by a series of animated chalk graphics.

The commercial highlights the functional benefits of choosing HUGGIES® Pull-Ups® potty training pants compared to a generic nappy-pant, showing they are slim and are the closest thing to real underwear. For the first time, parents are encouraged to use HUGGIES® Pull-Ups® Night-Time to ensure consistency.

UK Brand Manager, Sarah Gamble says: ‘Following the success of last year’s campaign, we are pleased to develop the graduation theme and further enhance our messaging across all media channels. There has been a significant investment in digital media – so that we can deliver relevant and refreshed messaging to our target audience who have become multi-screen consumers.’

The launch of the new TV advertisement supports a heavy weighted integrated campaign which includes digital, in-store media, experiential activity and PR.

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