• The Wall Street Journal, Monday, September 10, 2007 11:46 AM

Using euphemistic tactics in both product design and marketing, Kimberly-Clark is introducing a new product designed for children and adolescents who wet the bed at night. K-C aims to win over not only parents of the sufferers, but the children themselves.

The line of boxer shorts is styled after the short pajamas many children like to wear. The boxers--sold under the GoodNites brand--act as a disguise for the diaper lining. The shorts are made of a version of the paper drapes and surgical gowns made by Kimberly-Clark's health-care division, modified to crinkle less loudly.

TV ads for GoodNites highlight the comfort of a normal bedtime routine, such as stories and stargazing, and use the tagline: "You have better things to talk about at bedtime than bedwetting." K-C also has ramped up the children's section on its GoodNites Web site, offering basic information about the problem and a chat room for children to exchange bed-wetting tips and success stories.

Read the whole story at The Wall Street Journal »