CLIENT
Kimberly-Clark
Jane James, Senior Brand Manager - Childcare
Burcak Sezer, Senior Marketing Manager - Childcare
AGENCY
Heather Sheen, Author
Jenny Mak, Senior Copywriter
Russell Smyth, Creative Director
Heather Sheen, Senior Art Director
Paul Baron, Producer
Derek Green, Executive Creative Director
Jacinda Tree, Account Manager
Gerry Cyron, Planning Director
Toby Harrison, Chief Strategy Officer
Mindshare
SUMMARY
In 2015 we made children’s bedwetting something parents boasted about. Yes, you read that right.
Sales of Huggies ‘DryNites’ - a product specifically designed to manage children’s night-time bedwetting - were stalling.1 Parents couldn’t see the value in trading up from regular daytime nappy-pants which seemed capable of doing the job, to DryNites which cost twice the price.
Our ‘DreamMaker’ campaign thwarted this threat by shifting the focus from protecting a mattress, to protecting a child’s precious dreams and the sleep they needed to develop and grow.
