Kimberly-Clark Holds ‘Potty Dance’ to Promote Pull Ups

Kimberly-Clark is hyping up its Pull-Ups product with a marketing campaign and a dance designed to help make potty training fun.

Celebrity mom and brand spokesperson Tori Spelling will teach parents and their tots the “Potty Dance” at an event today from 9 a.m. to noon at the Helen Mills Theater in New York City.

Those who can’t attend can download the song and learn the dance steps. Parents can also visit the Pull-Ups brand Facebook page to become a fan, get expert advice and upload photos of the little ones doing the Potty Dance.

The campaign also includes a video contest. Moms can upload videos of their toddlers performing the Potty Dance with a short description for a chance to win a $5,000 room makeover. The contest kicks off Feb. 13. Submissions will be accepted through March 20. Consumers can vote for their favorite video from a list of finalists March 29 to April 25 on the site.

Kimberly-Clark will drop an FSI and a direct mail mailing with Potty Dance messaging in the first quarter. Those efforts are expected to reach more than 7 million households, the company said. TV spots, print ads and online marketing also support the campaign. EPrize is handling the contest for Kimberly-Clark.