Toilet training is certainly a milestone for toddlers, but some consumer research conducted by Huggies shows that families are hesitant to start potty training their kids. “Moms don’t look forward to potty training,” said Pete Sawin, the brand director for Pull-Ups at Kimberly-Clark. “Many of them procrastinate and put it off. They start training well after their kids are ready to.”
A new ad campaign hopes to encourage parents to celebrate their child’s “First Flush.” The general message is to encourage successful toilet training, and of course, promoting the transition away from diapers and into Pull-Ups. Interestingly, Huggies developed a separate, targeted message for Latino families.
“In the Latina’s world, the pressure came with sticking to the process,” said Victor Paredes, vice president at LatinWorks, the agency that worked on the Spanish-language ads. “They had some preconceived notions of the process needing to be fast and the gold standard was transitioning to regular underwear, and not understanding the transition that happens.”
Huggies saw an opportunity in the Latino market and directed targeted advertising to Spanish speakers. “If one in four kids is Hispanic, that’s not a business opportunity, that’s a business imperative,” Paredes said of the recent growth in the number of Latino children in the United States.