Package Design - May 2015 - 22

Brand Characters
A kid-first visual identity transforms a personal health tool into a fun way for
children to express themselves.
B Y D AV I D L I T W A K

o engage toddlers in not only
the process but also in the
selection of the potty training
products they want to use,
Kimberly-Clark Corporation
(K-C), the makers of Pull-Ups
brand training pants enlisted one of its longtime marketing allies, The Walt Disney Co.
Together, they aimed to help parents get their
children excited about the potty training process and the use of Pull-Ups.
"Disney has been a long-time partner to K-C.
They're a natural fit for us, as each of our brand
values overlap to serve the needs of moms and
children. We developed this co-branding opportunity because we felt it would resonate with both
moms and children, who are increasingly shopping this category together," says John Walther,
K-C's global design director.
"The main idea of the new Pull-Ups is the
issue of choice for the young child," he adds.
"Generally, the choice of a training pant has been
solely up to the parent, who brought them home
and put them on the youngster. This may or may

22

MAY 2015

not have gotten the child excited about using
them. Today, we are increasingly giving our
young children more choices about food, toys
and many other things. Why not have them help
choose their own training products? Using characters like Doc McStuffins, Ariel, Jake and Lightning McQueen provides children an opportunity
to pick which product they like best, while moms
know they're choosing a product they can trust."
In offering these choices, the packaging of the
Pull-Ups product became critical. Pull-Ups have
been around for a long time with a well-recognized package, but K-C decided to change that
package in order for the child to recognize the
new character choices of the products inside.
"The physical aspects of it (the package) changed
quite dramatically," says Siobhan Lonergan, executive vice president of design intelligence at Sterling Brands, the firm that worked with K-C to
redesign the Pull-Ups package.
The background colors are the same, which
helps product recognition by the parents but the
graphics and images are completely changed.
"The main departure from the expected package

is the use of the Disney characters instead of the
traditional photography," Lonergan says. The previous package always featured a large central photograph of a toddler on a potty with the Pull-Ups
dangling from his/her leg. The package also had a
smaller image of a Disney character.
The new packaging places the Disney
character(s) front and center in a large size. There
are three smaller circles off to the side that are
informational but are done in a Disney-type format. No photography is used. "It's all about primary colors and circles and simple shapes," says
Lonergan. "The package is bouncy and bright.
The children based their choice on the character,
while the circles are key to the information for
the parents." The characters on the package are
ABOVE While the new packaging allows
children to make a choice, it doesn't neglect
parental concerns. A series of three circles on
the right side of the front panel tells parents
about the attributes of the product, as well as
a light band under the characters with
information about size, quantity and other
material.



Package Design - May 2015

Table of Contents for the Digital Edition of Package Design - May 2015

Package Design - May 2015
Contents
Editor’s Letter
Front Panel
Snapshots
Design Matters Series: Ximena O’Reilly
Brand Characters
Dialogue by Design
Hba Preshow Planner
Product Focus: Special Effects
Accessing Premium Style
Robust Meets Sophistication
Debate & Discuss: Design Agency Selection and Compensation
Index of Advertisers
Field Notes
Package Design - May 2015 - Intro
Package Design - May 2015 - BB1
Package Design - May 2015 - BB2
Package Design - May 2015 - Package Design - May 2015
Package Design - May 2015 - Cover2
Package Design - May 2015 - 1
Package Design - May 2015 - Contents
Package Design - May 2015 - 3
Package Design - May 2015 - Editor’s Letter
Package Design - May 2015 - 5
Package Design - May 2015 - Front Panel
Package Design - May 2015 - 7
Package Design - May 2015 - 8
Package Design - May 2015 - BI1
Package Design - May 2015 - BI2
Package Design - May 2015 - 9
Package Design - May 2015 - Snapshots
Package Design - May 2015 - 11
Package Design - May 2015 - 12
Package Design - May 2015 - 13
Package Design - May 2015 - Design Matters Series: Ximena O’Reilly
Package Design - May 2015 - 15
Package Design - May 2015 - 16
Package Design - May 2015 - 17
Package Design - May 2015 - 18
Package Design - May 2015 - 19
Package Design - May 2015 - 20
Package Design - May 2015 - 21
Package Design - May 2015 - Brand Characters
Package Design - May 2015 - 23
Package Design - May 2015 - 24
Package Design - May 2015 - 25
Package Design - May 2015 - 26
Package Design - May 2015 - 27
Package Design - May 2015 - Dialogue by Design
Package Design - May 2015 - 29
Package Design - May 2015 - 30
Package Design - May 2015 - 31
Package Design - May 2015 - Hba Preshow Planner
Package Design - May 2015 - 33
Package Design - May 2015 - 34
Package Design - May 2015 - 35
Package Design - May 2015 - 36
Package Design - May 2015 - 37
Package Design - May 2015 - 38
Package Design - May 2015 - 39
Package Design - May 2015 - 40
Package Design - May 2015 - 41
Package Design - May 2015 - 42
Package Design - May 2015 - 43
Package Design - May 2015 - Product Focus: Special Effects
Package Design - May 2015 - 45
Package Design - May 2015 - 46
Package Design - May 2015 - 47
Package Design - May 2015 - Accessing Premium Style
Package Design - May 2015 - 49
Package Design - May 2015 - 50
Package Design - May 2015 - 51
Package Design - May 2015 - 52
Package Design - May 2015 - 53
Package Design - May 2015 - Robust Meets Sophistication
Package Design - May 2015 - 55
Package Design - May 2015 - 56
Package Design - May 2015 - 57
Package Design - May 2015 - 58
Package Design - May 2015 - 59
Package Design - May 2015 - 60
Package Design - May 2015 - 61
Package Design - May 2015 - Debate & Discuss: Design Agency Selection and Compensation
Package Design - May 2015 - 63
Package Design - May 2015 - 64
Package Design - May 2015 - 65
Package Design - May 2015 - 66
Package Design - May 2015 - 67
Package Design - May 2015 - 68
Package Design - May 2015 - 69
Package Design - May 2015 - 70
Package Design - May 2015 - 71
Package Design - May 2015 - 72
Package Design - May 2015 - 73
Package Design - May 2015 - 74
Package Design - May 2015 - 75
Package Design - May 2015 - 76
Package Design - May 2015 - 77
Package Design - May 2015 - 78
Package Design - May 2015 - 79
Package Design - May 2015 - 80
Package Design - May 2015 - 81
Package Design - May 2015 - 82
Package Design - May 2015 - 83
Package Design - May 2015 - 84
Package Design - May 2015 - 85
Package Design - May 2015 - 86
Package Design - May 2015 - Index of Advertisers
Package Design - May 2015 - Field Notes
Package Design - May 2015 - Cover3
Package Design - May 2015 - Cover4
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