It’s not like it’s any sort of secret: potty training is hard. It’s messy, it’s unpredictable, and it’s often just flat-out exhausting for anyone who has been through it. But that is where Pull-Ups is brilliant: in their newest animated campaign, they acknowledged the truth about the process rather than sugarcoating it.
By turning bodily functions into lovable characters, Terd and Yureen, Pull-Ups is changing how brands approach tough topics and connect with their audience.
Let’s dive into what makes this campaign so effective and how brands and entrepreneurs can take a page out of Pull-Ups’ playbook.
Leaning into reality, not perfection
For years, marketing around potty training has tried to paint it as an easy, breezy milestone. But every parent knows the truth: it’s a rollercoaster. Pull-Ups’ campaign embraces this chaos head-on by introducing Terd and Yureen—two characters that symbolize the ups and downs of the potty training journey.
And they’re not just selling training pants. They’re creating a sense of community. By addressing the real challenges of potty training and adding a touch of humor, Pull-Ups positions itself as a brand that understands and supports parents, rather than just pushing a product.
By stepping away from the overly polished image of parenting, Pull-Ups shows parents they’re not alone, and that their product is here to help build confidence—not add pressure.
Meeting parents where they are
This campaign isn’t just about funny characters; it’s also smartly designed to reach millennial and Gen Z parents where they spend their time—on social media. Whether it’s short, engaging TikToks, Pinterest boards filled with tips, or relatable Instagram Reels, Pull-Ups ensures its message is in the right place at the right time.
Besides, they sell more than just training pants. They’re selling a sense of identity. Pull-Ups positions itself as a brand that empathizes and encourages parents, not just sells a product, by addressing the real challenges of potty training and infusing a bit of humor into it.
Finding humor in the messy moments
What really sets this campaign apart is its ability to make parents laugh. Although potty training isn’t pretty, Pull-Ups helps make the experience feel less daunting by normalizing the mess quite literally and highlighting those moments for humor.
While lightening up the mood, trust is an equally critical commodity in building that relationship. It makes a brand less defensive, friendlier, and more realistic when it embraces ugly truths instead of pretending like they never exist. And that sincerity is key with parents battling everything from tantrums to bathroom blowouts.
Lessons for other brands and entrepreneurs
Pull-Ups’ campaign offers some invaluable lessons for brands and entrepreneurs looking to make an impact:
- Be real with your audience: People value authenticity, especially when it comes to topics that are often stressful or overwhelming. Show empathy and don’t shy away from the messy parts of life.
- Lean into humor: Finding humor in everyday struggles can help lighten the mood and create a positive emotional connection with your audience. Just make sure it’s genuine and not forced.
- Create for your audience’s platforms: Meet your audience where they are. For Pull-Ups, that meant focusing heavily on social media platforms like TikTok and Pinterest. Understand where your audience spends their time and tailor your content to fit.
- Build community, not just campaigns: Pull-Ups goes beyond selling training pants. They’re creating a supportive space for parents navigating a tough milestone. Think about how your brand can foster a sense of belonging.
Why this campaign is paying off
Pull-Ups’ ability to blend humor, empathy, and authenticity is what’s making this marketing strategy a win. By addressing the real challenges of potty training and offering support rather than perfection, they’re building trust with parents in a way that feels genuine. And because their message is everywhere their audience is—from TikTok to TV—they’re not just starting a conversation; they’re becoming a go-to resource for parents.
What you can take away
The Pull-Ups campaign serves to drive home the importance of relatability, humor, and honesty in the management of small and large brands alike. You can build a more loyal community and deeper relationships by embracing the real challenges your audience faces and approaching them with empathy and creativity.
So, the next time you’re crafting a campaign, ask yourself: how can I make this feel real, relevant, and maybe even a little fun? Pull-Ups just proved that’s a winning formula.
FAQ’s
1. How can humor make my marketing more effective?
Humor helps break down barriers and makes your brand feel more approachable. By laughing with your audience about shared struggles or everyday challenges, you build a connection that feels genuine and memorable.
2. Why is meeting your audience on their platforms important?
Your message is only as strong as its delivery. Knowing where your audience spends their time—whether it’s TikTok, Instagram, or Pinterest—ensures your content feels natural, not intrusive. It’s about being part of their world, not interrupting it.
3. How can I create campaigns that feel authentic?
Focus on real-life situations that your audience can relate to. Let them know you understand their struggles and victories, and don’t be afraid to show them imperfections. People relate to brands that feel human, not perfect—it’s about creating moments that are real and relatable.