Boxer-Style Underwear Helps Lessen Nighttime Anxiety for Children Who Wet
First-of-its-Kind Absorbent Boxer-Style Underpants Also Being Introduced
Europe under K-C's DryNites Brand
DALLAS, Sept. 10 /CNW/ -- Kimberly-Clark Corporation (NYSE: KMB) today
announced the North American launch of GoodNites Sleep Boxers and Sleep
Shorts, the first absorbent underpants that look and feel like boxer-style
Based on insights gained from moms and children, Kimberly-Clark designed
the GoodNites Sleep Boxers for boys and Sleep Shorts for girls to match
today's popular boxer-style underwear and to offer an odor control feature for
added discretion. Together, these attributes help lessen the anxiety and
frustration felt by parents and children coping with the issue of bedwetting
by providing a feeling of normalcy and self-confidence to those children.
"Bedwetting is a condition that many children ages 5 to 12 experience,
but will eventually outgrow with patience and time. However, this sensitive
issue can affect a child's self-esteem and ability to relax at bedtime," said
Bob Thibault, President of Kimberly-Clark's North American Personal Care
products. "The new GoodNites Sleep Boxers and Sleep Shorts offers trusted
nighttime protection and look more like everyday underwear, helping children
feel more comfortable as they deal with bedwetting."
Since inventing the absorbent underpants category in 1994 with the
GoodNites brand, K-C has continued to grow the category through innovations.
In 2004, the company introduced the first and only gender-specific absorbent
underpants that feature more underwear-like graphics and styles, and custom
protection for boys and girls. Within the first year of being introduced to
market, these innovations helped produce double-digit gains in the category.
Today, the GoodNites brand holds a nearly 90 percent share of the U.S.
market according to AC Nielsen measured outlet data. K-C expects it will
continue to generate growth by offering families a choice in product styles
and by attracting greater numbers of non-users of absorbent underpants
products with the new boxer-style underwear. Initial response to the new
GoodNites Sleep Boxers and Sleep Shorts has been very positive, with strong
interest and support from consumers and retail customers as well as having
recently earned the Good Housekeeping Seal.
"K-C makes it a priority to understand the lifestyles of our consumers in
order to bring solutions to their everyday lives," said Bruce Paynter,
President of North Atlantic Personal Care for K-C. "Moms have told us they
welcome a product that not only enhances their child's self-confidence at
bedtime, but also reduces the parental stress associated with bedwetting.
Children have said they like the product because it looks like their daytime
underwear, so they are more likely to wear it.
"Our retail customers recognize the Sleep Boxers and Sleep Shorts as a
great innovation and are making space on their shelves for the new products,"
Launching First-of-a-Kind Innovation in European Markets
As part of translating key insights into global solutions, K-C introduced
the absorbent boxer-style underwear for children under the DryNites brand in
July in the U.K. The company plans to expand availability of the product
elsewhere in Europe over the next year.
To support the North American and U.K. introduction of the GoodNites and
DryNites boxer-style underwear, K-C is launching a marketing campaign titled
"Lighten the Night." The comprehensive campaign communicates how the
GoodNites and DryNites brands' trusted nighttime protection and the new
boxer-style underpants can help children feel more normal and relaxed at
bedtime -- resulting in more restful sleep.
The campaign, which launched in the U.K. in August, and kicks off in
North America later this month, includes new TV and print advertising,
full-page FSIs, direct response TV with sample offers, wallboards in doctors'
offices, sponsorships with youth organizations, public relations activities,
expanded Web sites for consumer information and support, and in-store signage
According to K-C, in-store marketing and merchandising support for these
products will play an important role since a significant percentage of
consumers first become aware of GoodNites and DryNites brand products in
stores. "To better connect with shoppers at retail, K-C developed innovative
trial-size product offerings that look like regular underwear packaging,
including a one-count tube package for the North American market and a
clear-windowed carton for the U.K. These can be displayed in alternate areas
of stores, such as children's clothing areas, to help generate awareness among
non-users," said Paynter.
The new GoodNites Sleep Boxers and Sleep Shorts will be available at most
major retail outlets throughout North America beginning in late September.
DryNites boxer-style underwear is currently available throughout the U.K., and
K-C expects to introduce the product in France, Spain, Holland, Denmark and
Italy over the next year.
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 brands and the
solutions they provide to enhance their health, hygiene and well-being. With
brands such as Kleenex, Scott, 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.
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