Huggies set to launch new TV commercial this Sunday for its Pull-Ups range via Ogilvy, Sydney

This Sunday Kimberly-Clark will launch a new campaign to educate parents about the unique features of Huggies Pull-Ups toilet training pants that help children successfully master toilet training and move into underwear via Ogilvy, Sydney.

The new campaign is about education, bringing to life the idea of ‘little kids graduating to big kids’ through toilet training and clearly demonstrates the functional benefits of Huggies Pull-Ups toilet training pants.

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Says Lia Kostopoulos, marketing manager Baby Wipes and Child Care: “Parents are increasingly using nappy-pants products for toilet training because they’re not aware that Huggies Pull-Ups have special features that help them and their children successfully move through the toilet training stage. The campaign is about educating them so they understand the benefits and realise that not all pant products are the same when it comes to toilet training.”

The campaign includes a new 30 second and 15 second television commercial running on national television from this Sunday 9 September.

The TVC compares Huggies Pull-Ups to a generic nappy-pant showing they are thinner and less bulky, making them easier to pull up and down like real underwear. The TVC also highlights the tailored wetness liner that helps children understand the feeling of wet vs. dry.

The launch will also be supported by print ads in key baby and parenting magazines including Practical Parenting, Mother & Baby and the Toddler Annual; an extensive digital campaign across popular baby websites in Australia; online support on Huggies Facebook, www.pull-ups.com.au and Google.

This is the latest campaign for Huggies Pull-Ups since the ‘Stop potty time’ TVC was first launched in 2010.

Creative Agency: Ogilvy

Media Agency: Mindshare