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DALLAS — GoodNites has introduced an integrated marketing program to help educate moms of children ages 4 to 6 years about making the switch from training pants to the brand's underwear.
After a three-year hiatus, GoodNites said it is bringing back TV advertising as part of its marketing mix to demonstrate the brand's specific design and fit for growing kids who need better nighttime protection. The program also will include social media engagement, an online community partnership, sampling, digital integration, in-store communications and expert support from the NiteLite Panel, which includes pediatricians and parenting experts.
What's more, GoodNites will launch a redesigned website that features such enhancements as improved site navigation, opportunity to ask the NiteLite Panel questions and more.
“In our ongoing partnership with Mom, we’ve gained new insight into the needs of those with younger children," GoodNites marketing director Tim Abate said. "We learned many 4 to 6 year olds are wearing training pants instead of GoodNites underwear to provide protection against nighttime accidents. It was through our conversations with these moms that we realized they were looking for a better solution for nighttime wetting.”