As part of its total portfolio revamp, this month Huggies launches new Pull-Ups Explorers, designed to take active and moving babies on their journey to becoming a Big Kid.
The new look Pull-Ups portfolio, featuring Pull Ups-Training Pants and Pull-Ups Explorers in a variety of sizes and designs, celebrates the many bright and exciting milestones children reach on their journey to becoming a big kid.
The new Pull-Ups Explorers Big Kid pants are inspired by that very journey – giving parents a product that reflects the momentous change that kids experience. Designed to flex and protect kids as they reach every new milestone – from pulling themselves up, to first steps and copying dad’s dance moves – the new Pull-Ups Explorers are activewear for those little adventures.
With a soft 360° waistband, protective core, and double leg cuffs, the Pull-Ups Explorers range lets kids enjoy their ever-expanding world – offering the protection they need to help them feel just like the Big Kid they have become.
To mark the launch of the new-look portfolio, Pull-Ups will be debuting the ‘Big Kid Game’: an exciting multi-million-pound, multi-media marketing campaign which consumers in the UK will not be able to miss. The ‘Big Kid Game’ invites families to mark each milestone of child development, allowing them to share and celebrate their achievements on social media or with friends and family, by using hashtags and special ‘Big Kid Game’ digital stickers – with loud, proud, party-popping recognition. The campaign will be live across TV, OLV, in-store activations and influencer marketing from mid-July.
Pull-Ups Explorers are available now in Tesco and Asda stores nationwide and will roll out across all major retailers by August 2020. The full Huggies Pull-Ups range includes: Pull-Ups Explorers, Pull-Ups Trainers Day and Pull-Ups Trainers Night.
Matt Stone, head of personal care marketing at Kimberly-Clark in the UK and Ireland, said: “Pull-Ups is well known for training big kids for over 30 years but we believe that becoming a Big Kid is so much more than potty training. From the moment they stand up, everything changes for kids – and for parents. We think the Big Kid phase of exploration and achievement is the most exciting – full of incredible firsts and milestones to achieve – and we want to help families to celebrate every single one. We’ve introduced Pull-Ups Explorers to the range to ensure we are there with families; to enable all of these amazing moments, from standing up right through to toilet training.”