Boxer-Style Underwear Helps Lessen Nighttime Anxiety for Children Who Wet
the Bed
First-of-its-Kind Absorbent Boxer-Style Underpants Also Being Introduced in
Europe under K-C's DryNites Brand
DALLAS, Sept. 10 /PRNewswire-FirstCall/ -- 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 underwear.
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," added Paynter.
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 and displays.
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.
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 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.
SOURCE Kimberly-Clark Corporation
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Related links:
http://www.kimberly-clark.com
CONTACT:
Media, Joey Mooring, +1-972-281-1443,
joey.mooring@kcc.com, or Investors, Mike Masseth,
+1-972-281-1478, mmasseth@kcc.com, both of Kimberly-Clark
Corporation
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