Kimberly-Clark Innovates The Bedwetting Category With A World First

Main Category: Pediatrics / Children's Health
Also Included In: Urology / Nephrology;  Medical Devices / Diagnostics
Article Date: 13 Sep 2007 - 14:00 PDT

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Kimberly-Clark is investing heavily in its DryNites® absorbent sleepwear range with an exciting new product launch. New DryNites® absorbent Sleep Shorts - a world first - are the latest innovation in absorbent bedwetting products to offer a further coping strategy for families with children who wet the bed.

The August launch of DryNites® Sleep Shorts will be supported by a £2m marketing campaign encompassing TV, online and trade print advertising, consumer and healthcare professional PR.

Designed to look and feel just like real sleepwear, a plain blue short-like outer cover conceals a highly absorbent inner layer held in place with soft elastic thereby offering children the ultimate comfort and discretion in night-time protection. New DryNites® Sleep Shorts ensure the child stays dry and comfortable throughout the night and wakes up feeling confident, just like their friends.

Kimberly-Clark's insights work reveals that bedwetting is almost as common as asthma in young children[1] with about 20% of four year-olds and 10% of eight year-olds wetting the bed at least twice a week and as a parent it can be a confusing and frustrating time. The research shows that despite being so common, bedwetting is often shrouded in secrecy, taboo and stigma which can be very upsetting for both parent and child.

Sarah Atkins, DryNites® Brand Manager comments:

"Consumer insight is the key to true innovation. By understanding how consumers think and feel we have been able to develop a product that is truly unique, looking just like the short style sleepwear many children wear to bed. Because all children are different with varying tastes in their clothing, the DryNites® range of discreet absorbent sleepwear enables them to make an active choice in the product that best suits them at this sensitive time."

"We know that despite being relatively common in young children, bedwetting can cause much anxiety and frustration, families often feel isolated with no-one to talk to. As a brand that invests heavily in understanding the complexities of bedwetting, DryNites® feels a sense of responsibility to connect with parents and children, understand their concerns and help minimise the stress by offering effective products that assist in the management of bedwetting."

"Furthermore, by providing consumers with useful fact-based information, DryNites® aims to help make bedwetting less of a big deal for families managing this issue and reassure them that there are many other children in their class or friendship groups going through the same thing - even if they don't talk about it." She concluded.

Packaging

The packaging has been developed to offer a strong on-shelf presence and stand out. Pack sizes have a slight colour differentiation to clearly identify the sizes.

Trial packs, which can be hung as a clip strip or merchandised in shelf ready packaging, have been developed taking inspiration from real underwear packaging to further normalise the category. The shorts are packaged in a premium, colourful carton instead of the traditional polyethylene wrap and include a front window for shoppers to view the product.

Marketing Support

The DryNites® absorbent Sleep Shorts launch will be supported by a £2m campaign. TV and online advertising will run throughout quarters three and four. Further support includes trade print advertising, POS materials and a PR campaign focusing on consumer and healthcare professional communications. The PR campaign continues to drive credibility with mums, positioning DryNites® as a reliable source of advice on bedwetting.

HUGGIES® DryNites. Lighten the Night.

® Registered trademark of Kimberly-Clark Worldwide Inc. © 2007 KCWW

* Trademark of Kimberly-Clark Worldwide Inc.

About Kimberly-Clark:

Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 150 countries. Every day, 1.3 billion people--nearly a quarter of the world's population--trust K-C's brands and the solutions they provide to enhance their health, hygiene and well being. With brands such as Kleenex®, Andrex®, Scottex®, HUGGIES®, Pull-Ups®, Kotex® and Depend®, Kimberly-Clark holds the No. 1 or No. 2 share position in more than 80 countries. To keep up with the latest K-C news and to learn more about the company's 135-year history of innovation, visit http://www.kimberly-clark.com.

New DryNites® Sleep Shorts®, stocked by all major retailers nationwide from July, will retail at £4.95 for:

- Aged 4-7 (2st 10lbs - 4st 8lbs, 7-30kg) Pack count 7
- Aged 8-12 years (4st 4lbs - 7st 12lbs, 27-50kg) Pack count 7

http://www.kimberly-clark.com

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