Pull-Ups, the brand synonymous with potty training and its iconic I’m a Big Kid Now jingle, is embracing the chaos of potty training in a new campaign creatively led by Leo Burnett. The initiative aims to guide parents and children through the ups and downs of this developmental milestone with humor, empathy, and honesty.
Meet Terd and Yureen
At the heart of the campaign are two animated characters, Terd and Yureen, who serve as potty-training “pros.” Terd is the thoughtful and cautious mentor, while Yureen is energetic and optimistic, creating a relatable duo for families navigating the journey. These characters offer encouragement and lighthearted guidance, representing the dualities of the potty-training process.
The campaign shifts the narrative around potty training, showcasing not only the triumphs but also the challenges. By normalizing mistakes as part of the learning process, Pull-Ups reinforces the idea that potty training is about building confidence, not achieving perfection. Watch below:
“This relaunch represents a significant shift for Pull-Ups,” said Andrea Zahumensky, president of baby and child care at Kimberly-Clark. “We’re moving beyond the idea of potty training as ‘fun, fast, and easy’ to address the real challenges parents face with honesty and empathy. By stepping away from idealized portrayals, we’re connecting with parents on a deeper level, showing that Pull-Ups training pants are designed to be a tool for building a child’s confidence.”
The creative direction was led by a powerhouse team at Leo Burnett, including Britt Nolan (President), Natalie Taylor (Creative Director), and a host of talented strategists, producers, and account executives.
Pull-Ups’ latest campaign doesn’t just aim to sell training pants—it strives to create a cultural moment, recognizing the real emotional challenges of potty training. By addressing these realities with warmth and humor, the brand strengthens its connection with families and reminds them that every step, even the messy ones, is a step toward growing up with confidence.
The campaign has rolled out across digital, social, and broadcast platforms, ensuring Terd and Yureen’s message of optimism reaches parents everywhere.
CREDITS:
BRAND: Pull-Ups
AGENCY: Leo Burnett
- President: Britt Nolan
- Chief Executive Officer: Kate Jeffers
- Chief Strategy Officer: Gareth Goddall
- Head of Production: Ashley Geisheker
- Creative Directors: Natalie Taylor, Nick Kaplan, Marie Strycharz, Pedro Sampaio, Kelly Roe, Aaron Pendleton
- Account Directors: Nikki Kehm, Lynn Fogarty
- Account Executives: Annie Rose Janasek, Andrew Wagner
- Producers: Bridget Rose, Sara Nelson
- Strategy Director: Annemarie Norris
- Strategists: Roshen Matthew, Taylor Costelo-Branco
AGENCY: Spark Foundry
- Planner: Melissa Sweere
- Design Director: Michelle Mancero
- Associate Creative Director: Jennie Ellman
AGENCY: Alison Brod Marketing + Communications
- Chief Creative Officer: Jodi Hassan
- Vice President: Brooke Scher Mogan
- Account Supervisor: Laine Shear
- Account Executives: Kate Beeks, Sammy Dratch
PRODUCTION COMPANY: Hornet
- Director: Sheena Brady
- Animation Director: Peter Sluszka
- Executive Producer: Greg Bedard
ALSO READ:
