GoodNites Bedtime Theater
JWT, New York
ONCE UPON A TIME.…
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...