Huggies expands Pull-Ups range in major portfolio revamp

Huggies has gone for a major overhaul of its Pull-Ups portfolio, alongside the launch of new Pull-Ups Explorers.

The new-look portfolio, featuring Pull Ups-Training Pants and Pull-Ups Explorers in a variety of sizes and designs, celebrates the milestones children reach on their journey to becoming a big kid.

The new Pull-Ups Explorers Big Kid pants are designed to flex and protect kids as they reach every new milestone - from pulling themselves up, to first steps and copying dad’s dance moves.

The Pull-Ups Explorers range offers the protection the kids need with features like a soft 360° waistband, protective core, and double leg cuffs.

“We think the Big Kid phase of exploration and achievement is the most exciting – full of incredible firsts and milestones to achieve – and we want to help families to celebrate every single one,” said Matt Stone, head of personal care marketing at Kimberly-Clark in the UK and Ireland.

“We’ve introduced Pull-Ups Explorers to the range to ensure we are there with families; to enable all of these amazing moments, from standing up right through to toilet training.”

The brand has also announced a multi-million-pound, multi-media marketing campaign to mark the launch of the new-look portfolio.

The ‘Big Kid Game’ invites families to mark each milestone of child development, allowing them to share and celebrate their achievements on social media or with friends and family, by using hashtags and special ‘Big Kid Game’ digital stickers.

The campaign will be live across TV, OLV, in-store activations and influencer marketing from mid-July.

Launching this month in Tesco and Asda stores, the Pull-Ups Explorers will have wider roll-out in August.