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New GoodNites allows kid to sleep with greater confidence
02
Aug '10
Kimberly-Clark Corporation announced nationwide availability of the new and improved GoodNites Underwear – the brand's most underwear-like pant yet, designed to help Moms give their child an easy night's sleep.

GoodNites Underwear, parents' leading choice for bedwetting kids at night, now features a softer and quieter material that provides a comfortable fit under clothes. Plus, the new kid-friendly design moves from underpants to a more underwear-like fit while still delivering the trusted leakage protection GoodNites Underwear ensure.

In recent consumer studies, the newly re-designed GoodNites were selected as the brand that is most comfortable overall – the choice children prefer to wear at home or to a friend's house and that allows children to sleep with greater confidence.

"We're proud to be a partner with Moms to help find solutions that ease bedtime anxieties," said Craig Dunphey, senior brand manager of GoodNites. "We've listened closely to what Moms and kids are looking for and with the new and improved design we try to deliver on the goal of providing kids with a better night's sleep."

The GoodNites brand is taking a cross-channel marketing approach to support the improved product launch by incorporating half-page print ads, multiple FSIs, in-store support and more. In addition, the GoodNites brand is partnering with Mamapedia.com, an online community dedicated to helping Moms with parenting advice, to extend support and resources to where Moms' conversations are happening. The GoodNites NiteLite Panel will engage Moms by posting articles, answering questions and hosting "office hour" sessions on the Mamapedia Facebook page now through September.

Kimberly-Clark Corporation

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