2010 GOLD

HOUSEHOLD SUPPLIES & SERVICES

POTTY TRAINING STINKS

PULL-UPS, KIMBERLY-CLARK

Michael Krebsbach, Brand Manager
Pete Sawin, Brand Director
Trisha Witt, Commercial Program Manager

JWT

Richie Glickman, Creative Director
Lauren Turner, Group Planning Director
Libby Schaub, Planner
Karyn Rockwell, Global Business Director
Zahida Virani, Account Director

MINDSHARE CHICAGO

Bohb Blair, Director of Invention
Joanna Tapio, Associate Director of Invention

EDELMAN

In late 2008 and early 2009, the faltering economy created a crisis for Pull-Ups. Stressed-out families were postponing potty training. Pull-Ups? household penetration declined for the first time ever. We had to make training feel less intimidating. We realized that parents intuitively use rituals to help kids learn new things in a fun way. So we set out to create one. Inspired by classic 'gotta go' signs, The Pull-Ups Potty Dance was born. It was a hit, surpassing goals, and achieving Pull-Up?s highest share level in a year.