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DALLAS — Kimberly-Clark Corp. has launched a new integrated marketing program to educate parents of 4- to 6-year-olds on the benefits of switching from training pants to GoodNites brand underwear to meet their children’s nighttime needs.
The company said Thursday that the campaign focuses on GoodNites’ design and fit for growing kids who need better protection from bedwetting (clinically known as "nighttime enuresis").
To that end, the brand is reintroducing television advertising as part of its marketing mix for the first time in three years as a result of market research. Kimberly-Clark said the program’s creative idea is conveyed through scenes showing a child literally getting bigger overnight, "bringing to life how quickly time can seem to pass as children grow up."
The TV commercials kick off this month and will run through September. They will air during a wide variety of network programs, including the "Today Show," "The View" and "Good Morning America."
With about 1 million potty-trained kids in this age group still wearing training pants at night to help manage bedwetting, the focus of the new GoodNites campaign aims to raise awareness about a product specially designed for a growing child’s needs.
"In our ongoing partnership with mom, we’ve gained new insight into the needs of those with younger children. We learned many 4- to 6-year-olds are wearing training pants instead of GoodNites underwear to provide protection against nighttime accidents," stated Tim Abate, marketing director for GoodNites. "It was through our conversations with these moms that we realized they were looking for a better solution for nighttime wetting. The GoodNites brand can give them that solution. At this age, GoodNites underwear provides an outstanding fit and more absorbency than the leading training pant, helping keep the sheets dry and the kids confident."
In addition to TV spots, the GoodNites brand will be supporting the program through social media engagement, an online community partnership, sampling, digital integration and in-store communications, as well as expert support from the NiteLite Panel, which includes pediatricians and parenting experts. Also, the GoodNites website, GoodNites.com, has recently undergone a redesign and features enhanced navigation and content.
