The videos feature six toddlers - not child-actors - and their parents at various stages of the potty training process. Rather than being “just a showcase” for the brand, the videos downplay the product placement, a “departure” from past initiatives, according to Michael Krebsbach, Pull-Ups senior brand manager.
The site also offers tips and information for helping visitors who are potty training their own children, which the Pull-Ups site had featured prior to this campaign launch, and blogs from the mothers of the webisode star potty trainers.
The campaign also aims to reach its target audience – mothers – in a way that will help them through what can be a difficult time.
“So often, companies talk to consumers in an idyllic fashion, suggesting or promising the flawless experience they want their brands to be associated with,” said Krebsbach. “By bringing an authenticity to it, it helps moms relate.”
To drive traffic, the brand's AOR for more than a decade, Edelman, will reach out to bloggers through early June. The brand has also sponsored the potty training page on AOL's Parentdish site, which links to the Potty Project microsite. It plans to initiate other advertising this month as well.