Kimberly-Clark is launching a new commercial program this Sunday via Ogilvy Sydney, bringing to life the idea that kids with bedwetting problems can have an uninterrupted night's sleep thanks to Huggies DryNites Pyjama Pants.
Launching with a new 30 second television commercial, the program promotes Huggies DryNites Pyjama Pants as the only pant specifically designed for big kids at night.
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Says Jane James, senior brand manager at Kimberly-Clark: 'For big kids,
becoming dry is a journey. Often night-time dryness can take a long
time, and this can really affect their self-esteem. The new commercial
program shows that Huggies DryNites allow kids to wake up dry, giving
them the confidence to dream big and let their imaginations run wild."
Says Scott
Chalcraft, business director, Ogilvy Sydney: "The
campaign will go a long way in building positive brand associations and
removing some of the stigma around the problem. Each kid gets dry in
their own time and mum can help make that journey easier with DryNites."
The launch of the commercial program will also be
supported by digital communications, as well as in-store activations
commencing August.
Agency: Ogilvy & Mather Sydney
Creative Director: Russell Smyth
Senior Art Director: Heather Sheen
Senior Copy Writer: Jenny Mak
TV Producer: Gabe Hammond
Head of Planning: Gerry Cyron
Business Director: Scott Chalcraft
Senior Account Director: Carolina Briscoe
TV Production: ONE20, Director Nick Robertson
TV Post Production: Method
Digital Production: DT Sydney
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