Kimberly-Clark Tackles Potty Training Woes With New App

Swaps augmented reality for utility

Millennial moms want parenting help, but they want to do it their own way. And Kimberly-Clark hopes to convey that key point with a mobile campaign for its Pull-Ups brand that debuts this week.

"She wants some help with potty training, but she doesn’t exactly want to be told specifically this is how you get it done because everybody wants to approach it differently," said Melanie Huet, brand director of child care at Kimberly-Clark.

Today, Pull-Ups begins a media push around its new Time to Potty iPhone and Android app that builds on a program the brand launched last year.

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