Kimberly-Clark is launching a new campaign for its GoodNites brand, a product designed to deal with bedwetting, aimed at reaching moms of children between the ages of four and six who have been potty trained but are still wearing training pants. The campaign's message is that it's a good idea to ditch them for GoodNites underwear.
Kimberly-Clark says the product, which has been in the market for 17 years, fills a gap because moms want something better than training pants but are still worried about bedwetting. "It was through our conversations with these moms that we realized they were looking for a better solution for nighttime wetting," said Tim Abate, marketing director for the brand, in a statement.
The company says the campaign touts GoodNites' design and fit, with -- for the first time in three years -- a TV advertising component. The ad illustrates how quickly kids grow, as the creative shows a child getting bigger overnight. The TV ads run through September on programs like "The Today Show," "The View" and "Good Morning America."
The effort includes digital ads, a social media program, an online community, sampling, point-of-purchase elements, and a continuation of its "NiteLite Panel," a support center composed of pediatricians and parenting experts.
Kimberly-Clark has also redesigned the brand web site, GoodNites.com. The company says the new site is easier to navigation, has educational information arranged by user preference, an area where you can ask questions of the NiteLite Panel, and third-party content on the issue of bedwetting, or night time enuresis.
The brand's last big campaign was in 2009, an effort that included a "Special Bedtime Moments" contest dangling a $2,500 room makeover. It also introduced the four-member NiteLite Panel.
The company is still the category leader. The company says bedwetting affects 5 to 7 million U.S. kids per year. The company says that last year 2.2 million families bought GoodNites.