Kimberly-Clark's DryNites brand has a new online campaign that runs until spring next year via a partnership with community website iVillage. The point is to talk about
bedwetting.
Besides advertising and PR, the effort also has contextual advertising by Vibrant Media, WebTV elements and live web chats with Dr.Hilary Jones and
psychologist Emma Kenny. There are also monthly advertorials and competitions as well as community message boards to provide parents with a tool to seek advice and support.
Vibrant will support with a custom distribution advertising vector using flash and video units that link to content of interest. There's also a dedicated portal atwww.ivillage.co.uk/keeping-them-happy-and-healthy/144014 that has original
content on bedwetting created by iVillage and DryNites.
Said Martin Forbes, SVP and managing director Europe for Vibrant, "The subject is specific, and is a central
and sensitive issue for parents - this rich campaign provides relevant information to them in an easy, accessible way." He said in the release that the contextual ads will be disseminated through
Vibrant's network of 250 million users worldwide across more than 6,500 publishers.