GoodNites Bedtime Theater

JWT New York turned scary bedtime into a fun bonding time in order to turn GoodNites from a product to a valuable source of emotional support.

GoodNites Bedtime Theater

JWT, New York


Actually this isn't once upon a time because it happens all the time. And it's not a fairy tale. It's absolutely true.

For thousands of parents and kids, bedwetting is a scary experience.

GoodNites, the category leader in absorbent nighttime pants for kids who wet the bed, had built its business by talking to moms solely about functional product benefits.

But a new competitor gave Planning the opportunity to set another course, inspiring GoodNites to lead the category as never before.

It was time to help put some magic back...

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