Kimberly-Clark has unveiled what it’s calling a “marketing relaunch” campaign for its Pull-Ups brand of potty-training pants. 

The campaign, from Publicis Group’s Leo Burnett introduces two new characters including an anthropomorphic pile of poop called Terd and a yellow droplet shaped animated character named Yureen. 

According to the companies the work is designed as a more realistic portrayal of the ups and downs of potty training for kids and their parents. 

The spot anchoring the campaign shows the new characters in the bathroom atop a roll of toilet paper when a toddler comes bouncing in to do his business, while the proud parents watch by the doorway. 

All seems to go well, although Terd is a bit of a worrywart. “So much can go wrong,” the male-narrated character says to Yureen, whose voice is narrated by a female. Ever the optimist, she replies, “So much can go right.” 

“This relaunch represents a significant shift for Pull-Ups®,” said Andrea Zahumensky, president of Kimberly-Clark's Baby and Child Care division. “We’re moving beyond the idea of potty training as ‘fun, fast, and easy’ to address the real challenges parents face with honesty and empathy.” 

The new campaign will run on linear tv, connected tv, online video, retail media, social channels and audio. Spark Foundry, also part of Publicis, handled media for the campaign.