Kimberly-Clark's got both situations covered in separate campaigns for Pull-Ups training pants and Poise pads starring, respectively, animated poop and pee emojis and actress Katherine Heigl.

The Pull-Ups campaign, from Leo Burnett, marks "one of the first times a brand is showing the realities of potty training" by acknowledging that "mistakes are part of the learning process," says Kimberly-Clark.

Guiding parents and their kids through the learning process are the two animated characters, aka "the #1 and #2 potty-training pros: Terd, who is brown, "careful and thoughtful," and Yureen, who is yellow, "energetic and optimistic." Together, "they represent the dualities of the journey," says the marketer.

In one :30 spot, a boy is shown getting on the toilet while Terd worries that "so much can go wrong," to which Yureen retorts, "But so much can go right." After explaining that Pull-Ups "work just like undies so he can build up those skills, and if accidents happen he's got backup," Yureen tells Terd to "loosen up." "Careful what you wish for," Terd replies.

Kimberly-Clark calls the new campaign a "marketing relaunch" for Pull-Ups, with its President of Baby and Child Care Andrea Zahumensky saying in announcing the shift that "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. By stepping away from idealized portrayals, we're connecting with parents on a deeper level, showing that Pull-Ups training pants are designed to be a tool for building a child's confidence."

Building confidence around bladder leaks is a key aim of the new Piro-created Poise campaign, which uses a humorous approach to help destigmatize the condition, which Kimberly-Clark says affects 50% of women and can be exacerbated by perimenopause, menopause, and even childbirth.

In one :60 spot, Heigl is dining with a friend, who has a "giggle dribble" moment, embarrassing the woman's young son. Heigl, though, tells the boy that "it's kind of your fault," going on to explain that "when we have kids, the pelvic floor...can weaken" and relating further possible conditions, which only embarrasses the kid more. Her friend asks her how she knows all that stuff, and Heigl replies, "I used to be a doctor," referencing her long-running role on ABC's "Grey's Anatomy."

In a :30 spot, Heigl addresses the "millions of women experiencing the coughing fit panty blitz" as well as the "giggle dribble," explaining "that's what popping out an eight-pound baby can do to you."

In a launch statement, Heigl added sneezing to the list of bladder leak triggers, saying that she wants to let "all you ladies out there who have to cross your legs when you sneeze know that a product has been created to support us!"

"It's time that women don't feel any shame about something that is a normal part of being a woman," said Katie Moran, Kimberly-Clark President of Adult and Feminine Care in announcing the campaign. "With the right information, women can feel empowered instead of ashamed."<