Best Multicultural/Ethnic Campaign
Pull-Ups® “El Baile de Pull-Ups®” Potty Dance
Agency: MASS Hispanic
Client: Kimberly Clark: Huggies® Pull-Ups® Brand
Potty training is a challenging time that Kimberly Clark wanted to make easier. Mass Hispanic came up with the El Baile de Pull-Ups Quebradita Potty Dance, a fun way for both moms and toddlers to learn how to use the toilet with a little help from Pull-Ups, a transition diaper that kids can ‘pull up’ themselves.
A Walmart tour was created in five southwestern markets – Los Angeles, Phoenix, El Paso, Houston and Weslaco/Texas Valley. Pull-Ups Dance hostess, celebrity “Andrea Andrea,” emceed the events, teaching the Potty Dance to kids, while the brand shared potty-training and other bathroom tips and tricks with Mom.
The program launched with a Mother’s Day PR kickoff and a red-carpet event for 150 inner-city Latina Moms at a local Hispanic restaurant. In addition to a special lunch, Moms were treated to Huggies®/Pull-Ups® t-shirts, potty-training tips, discount coupons, a red rose, a month’s supply of product and more.
The launch event was the first performance of the Quebradita Potty Dance, led by mariachi entertainers and Andrea Andrea, where Moms and kids rose to fill the dance floor and aisles. The event benefited the Roybal Youth Center with a $10,000 donation, and the Mayor’s Office presented the brands with Certificates of Appreciation.
Media coverage included TV and radio promotions. Five-dollar Walmart gift cards helped drive consumers back to stores. A bilingual direct-mail coupon served as the final touch to help big kids ditch the diaper and do the dance.
The event generated more than 47.5 million media impressions, 19 percent more than goal; $5,000 in Walmart gift cards were distributed; and 1,000 families danced the Potty Dance.
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