A Whole New Way to Train. Together.

Huggies’ Pull-Ups brand needed a way to differentiate from other training pant products, and compete for share with the big dog, Pampers, who regularly outspend them 10 to 1 in marketing and advertising.

We reframed Pull-Ups as more than a product, but an entire training program that allows parents to partner with their toddlers to manage this important stepping stone. Partnering with a child psychologist, we launched the Potty Partnership: a mobile-first experience that begins by identifying your kid’s personality type, then customizes a training curriculum based on the way she learns.

We launched an entire training program including custom illustrations, TV, print and online video that connected to retail and promotions. The 360-degree consumer program increased share of voice and preference among moms over the course of it’s three year span, as well as named EFFIES finalist for branded utility.