DryNites

Kimberly-Clark needed to increase raise awareness and sales of its DryNites pyjama pants, designed to help parents and children through the bedwetting phase.

DryNites

Elmwood

Client: Kimberly-ClarkCategory: 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...

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