GoodNites Push Plays Up Bedtime Moments

Kimberly-Clark’s GoodNites brand has launched an ad campaign that aims to take the anxiety out of bedwetting and help families restore bonding before bedtime.

The new campaign, via JWT, New York, kicks off with a site relaunch this week, complete with mommy blogging and a “Special Bedtime Moments” contest (awarding two winning families with a $2,500 room makeover) to promote the brand. A print ad for the youth underpants product appears in publications such as Family Circle next month.

For families with children suffering from the condition, “bedwetting becomes the centerpiece of their discussion at night time,” said Kurt Simon, brand director on GoodNites. So much so that moms and kids “move away from the special moments at bedtime that they share.”

Print ads running next month underscore the bonding time kids get with their parents before sleep. “Bedtime is for getting lost in the galaxy of wherever-their-imagination-takes-you,” one reads. And, underneath: “Don’t let bedwetting get in the way. When it comes to the best nighttime protection, nothing can match GoodNites Underpants.” The Chicago office of Mindshare handles media buying duties.

While past ads for GoodNites focused on the functional and emotional benefits delivered by the product (one shows a child, not wanting to wake his parents, sleeping on the floor with his blanket after wetting the bed), the new effort is all about “bringing bedtime back to the way it should be,” said Simon.

An interactive web site, which went live this week, offers further solutions to bedwetting. A four-member NiteLite Panel provides tips, advice and information to parents.

K-C said the majority of moms visiting the site currently log on to “get” information. But the goal, according to Simon, is to get them to participate in conversations. “If we can get [a mom] to give back to other moms, we’ll be on the verge of something very powerful,” Simon said, citing the lack of information out there about bedwetting.

GoodNites, which invented the youth underpants category in 1994, currently has an 80% share of the market. Bedwetting affects roughly 5 to 7 million children ages six and over, according to the National Kidney Foundation.

The brand also recently introduced new packaging to emphasize its focus on giving parents and kids “confidence.” Previous designs did not feature children on the front, but the new ones do, and, oftentimes, depict them in “playful” situations. Goodwin, a youth brand agency in Media, Pa., designed the packaging. A jumbo pack sells for about $10, while the mega pack is priced between $15 and $17.

With the redesign, said Simon, K-C wanted to ensure that moms could easily identify the brand. “It is a category where moms don’t want to spend a lot of time shopping in,” he said, adding that 42 percent of moms discover the GoodNites brand in-store.

K-C did not reveal the campaign’s cost, but said the total spending is “greater than anything [the GoodNites brand] did in the past.”