Huggies Pull-Ups get Anthem Worldwide makeover

Kimberly-Clark is poised to roll out new branding and packaging for Huggies Pull-Ups, designed by Anthem Worldwide.

The client appointed Anthem in August 2009 following a two-way pitch to produce a new identity and packaging, and to oversee the creation of a website as part of Huggies’ £1.5m European relaunch of its potty training product.

‘The product’s problem was that parents did not know that Pull-Ups are a solution to help you to potty train your toddler,’ says Anthem account director Alex Creed. ‘Mums tend to stay with traditional nappies rather than switch to pants.’

The new Pull-Ups identity sits on a graphic device intended to resemble a sheet of toilet paper. The on-pack photography was created to suggest a game that has been briefly interrupted, but that the children will return to after using the potty.

A tie-up with Disney, whose characters appear on the training pants, has allowed Anthem to forefront Disney themes on the packaging.

As brand guardian, Anthem advised on the creation of the new Pull-Ups website, which launched earlier this month with a design by Breath-e. The website features eight signs that children are ready to begin potty training, as well as a potty training progress chart.

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