Kimberly-Clark is launching absorbent sleepwear for children designed to look like boxer shorts, as it seeks to reduce the stigma attached to bed-wetting.
The launch will be supported by a £2m advertising campaign in August. The sleepwear, with an absorbent inner layer is aimed at at four- to eight-year-olds who bed-wet.
The campaign, created by JWT, is entitled “Lighten the Night” and includes TV, online and print advertising with media bought by MindShare. Ads will run from August and continue into September to coincide with the back-to-school period.
An area has been created on the DryNites website at www.drynites.co.uk where various tools to assist parents are provided, such as reward charts. There are also forums for both adults and children.
Kimberly-Clark general manager Troy Warfield says: “Parents can be very apprehensive about discussing bed-wetting. Often they feel it’s happening because they’re doing something wrong and it can become very insular. We want to provide a safe and accurate environment where the subject is not taboo.”
Warfield continues/ “When you’re eight years old, and maybe away from home, you really don’t want to be wearing a nappy. Our customer insight has led us to develop a product that really does cater for children and can help them deal with bed-wetting in a confident way.”
The new pants will be available in carton packaging instead of the usual polythene wrap, inspired by underwear packaging.