DryNites

Elmwood

Client: Kimberly-Clark
Category: Packaging (Branded - other)

Executive summary

DryNites® Pyjama Pants are designed to help mums and children manage the bedwetting phase. The key challenge facing the business was low awareness of the brand proposition especially amongst mums and younger children. The task was to make it clear that DryNites® Pyjama Pants are a night-time product, attract parents with children aged 3-5, and also differentiate the range for parents of 4-7 year-olds and 8-15 year-olds. It was important to normalise the products and create brand trust too.

The overall aims were to recruit new users at the 3-5 years point, increase market share, expand the brand's relevance and in doing so impact on the main competitor (Pampers UnderJams).

Following the re-design, the DryNites® brand is delivering double digit growth across Europe and driving both category and market share gains.