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Huggies Drynites relaunches

Huggies Drynites relaunches

Kimberly-Clark has announced the re-launch of its Huggies Drynites Pyjama Pants range which will appear on shelf from now.

The aim of the re-launch is to communicate the Drynites positioning which is to help mums to put bedwetting in perspective, taking the pressure off night times so that they can focus on creating a relaxed and positive feeling around going to bed, reading bedtime stories etc..  Drynites Pyjama Pants are aimed at ‘bedwetting’ children aged 5-15 years.

Kimberly-Clark therefore briefed strategic design agency Anthem Worldwide to underpin the re-launch by designing product packaging that would develop strong communication and emotional connection with mums to gain their interest and encourage purchase.  The new packaging also needed to show that Drynites Pyjama Pants are a great way to manage their child’s bedwetting and make their children feel normal and confident.

Anthem Worldwide’s creative response has been to use strong branding to reinforce the benefit of the product and the development of a child friendly yet informative icon to demonstrate the absorbency of the product.  Product shots have been used on the front of the pack to reassure both child and mum.  The look and feel of the packaging also emphasises the fact that the product is a step on from a nappy, is fun and is not baby-like.

Clare Prego, European Brand Manager – Drynites at Kimberly-Clark commented: “Drynites Pyjama Pants are a fantastic product and with the re-launch we wanted our new packaging to reinforce the message to mums that we can help ‘lighten the night’.  Anthem Worldwide’s strategic approach to the brief has ensured that our message on shelf is both sensitive and clear.  It really breaks down the barriers of the nappies category providing accessibility to older consumers who need an absorbent product at night.”

The packaging also features emotive photography, showing relaxed children in a bedroom environment, creating a feeling of reassurance and happiness showing normal kids at bedtime.  The shots used also show children in pairs, to help demonstrate that bedwetting is a fairly common problem affecting many children.

The ‘swoosh’ used on the front of pack is a strong anchor for the brand and strong colours have been chosen for each of the different age range and gender versions of the product (girl 4-7, girl 8-15, boy 4-7, boy 8-15) to provide clear visibility on shelf through a unified recognisable brand block – providing ease of navigation and clear differentiation throughout the range.

Emma Cotsford, Client Services Director at Anthem Worldwide, added: “We believe that the design work we have carried out for Drynites Pyjama Pants is very reassuring, and really empowers parents in an area which many see as taboo.  The strong branding and emotive imagery makes it clear that Drynites are for happy, normal, carefree children.”


Susan Perolls at Loudmouth PR: T 020 7981 9858, E

About Anthem Worldwide
Anthem Worldwide, a Schawk Strategic Design Company, is an integrated global network that provides innovative solutions to articulate, unify and manage brand impact. Anthem creates compelling brand experiences by aligning its strategic, creative and executional talent worldwide with the business needs of companies seeking a competitive advantage. Anthem offers a full range of branding and design services to its clients including Campbell’s, PepsiCo, E-Mart, Foster’s, Hbc, Kimberly-Clark, Microsoft, Nestlé, Procter & Gamble, Revlon, Safeway and Unilever. For more information on Anthem, please visit

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