K-C unveils £3m launch of gender-based DryNites range

Kimberly-Clark is ploughing £3m into the launch of gender-specific DryNites products aimed at older children.

Kimberly-Clark is ploughing &£3m into the launch of gender-specific DryNites products aimed at older children.

The personal care giant is launching a male and female version of its disposable pyjama pants, designed for children over four years old who wet the bed at night.

DryNites brand manager Zoe Creighton says the new gender-specific products address a gap in the market: “Children between the ages of four and seven are very conscious of their individuality and of differentiating themselves as a boy or a girl.

“Bedwetting can be a major issue at such a sensitive age causing both frustration and embarrassment. These products have been specifically created to give children more control and feel more personal to their needs.”

The new products have “custom protection zones”, and have also been redesigned to look more like real underwear. It will be supported by a significant advertising campaign including television, print and a direct mail campaign, which is due to break in February.

The DryNites website will also be updated to provide further advice on bedwetting.

Kimberly-Clark says that its statistics show bedwetting is as common as asthma or eczema in young children, affecting 20 per cent of five-year-olds and ten per cent of ten-year-olds across the UK.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here