Kimberly-Clark GoodNites Effort Includes TV
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.
Recent Marketing Daily Articles
-
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics Strong Showing In Quality May 17, 4:47 p.m.
For several years there's been convergence in the automotive market. No, we're not speaking of integrated ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ... -
Gen Y's Favorites: JCPenney, Target, Walmart, Kohl's May 17, 9:07 a.m.
For all of Gen Y’s ballyhooed love of techno-shopping, it turns out retailers have little to ... -
Hanes Aims Destruction Videos At Gen Y May 16, 11:25 p.m.
In an effort to encourage Millennial men to slip into its new ComfortBlend socks, tee shirts ... -
FirstBank Expands Ad Campaign May 16, 11:11 p.m.
FirstBank is extending its TV advertising for the first time outside of its home state of ... -
Jennie-O Partners With 'Recipe Rehab' May 16, 1:07 p.m.
Jennie-O products are being featured in integrations in the popular “Recipe Rehab” show, and in a ... -
2 Audiences, 2 Approaches For Samsung Monitors May 16, 12:27 p.m.
When we get consumers to shell out money for high-end computer monitors, it’s important to give ... -
Meaty: Whole Foods, Smithfield Talk Healthier Hogs May 16, 6:24 a.m.
Looks like meat marketing is stepping center stage. Whole Foods Markets, in celebration of Animal Welfare ... -
Hyundai Says Everything's Gonna Be All Right May 15, 11:40 p.m.
Every little thing gonna be all right. Especially if you have car trouble. Hyundai Motor America ...
Be the first to comment on "Kimberly-Clark GoodNites Effort Includes TV "
Leave a Comment