DALLAS — Kimberly-Clark Corp. has launched new and improved GoodNites Underwear, saying that the rollout marks the brand’s "most underwear-like pant yet."
The company said the new GoodNites Underwear features a softer and quieter material that provides a comfortable fit under clothes for bedwetting kids at night.
In addition, the new kid-friendly design moves from underpants to a more underwear-like fit while still delivering the trusted leakage protection that GoodNites Underwear is known for, according to Kimberly-Clark.
GoodNites Underwear is available in two sizes — Small-Medium (38 to 65 pounds) and Large-Extra Large (more than 60 pounds) — and carries a suggested retail price of $9.99 for a jumbo pack.
Kimberly-Clark noted that in recent consumer studies, the redesigned GoodNites were selected as the brand that is the most comfortable overall. "We’re proud to be a partner with moms to help find solutions that ease bedtime anxieties," commented Craig Dunphey, senior brand manager for GoodNites. "We’ve listened closely to what moms and kids are looking for, and with the new and improved design we try to deliver on the goal of providing kids with a better night’s sleep."
The GoodNites brand is taking a cross-channel marketing approach to support the improved product launch by incorporating half-page print ads, multiple FSIs, in-store support and more, according to Kimberly-Clark.
Also, GoodNites is partnering with Mamapedia.com, an online community aimed at helping mothers with parenting advice, to extend support and resources to where moms’ conversations are happening. The GoodNites NiteLite Panel will engage mothers by posting articles, answering questions and hosting "office hour" sessions on the Mamapedia Facebook page now through September.
