Rest Easy Tonight

GoodNites was seen as a commodity in a category that most people were not thrilled to be consuming. They wanted to imbue the brand with purpose and emotion to drive preference and loyalty.

Night time wetting is a highly stigmatized condition, and the best way to see things clearly is through the eyes of someone who has been there before. To help shift perspectives and dispel misconceptions, we created a campaign that featured real bed wetters from a variety of backgrounds. The video series outperformed any previous marketing efforts, and led to double digit increases in engagement in the digital channel.