GoodNites Offers Parents And Children A Bedtime Story

In a campaign to appeal to both children and adults, personal care corporation Kimberly-Clark has launched a bedtime story campaign for its GoodNites diaper brand.

A collection of five-minute-long stories full of “fantastical adventure” are available for download on the brand’s themed website. One tale follows Iggy and his Wiggy Bed, and tells the story a young boy and his potty-training misadventures. The idea makes sense. GoodNites knows that putting kids to bed is often a chore, and this promotion aims to assist parents, and their children.

The company's senior brand manager Craig Dunphey explained, "We developed Bedtime Theater as a unique and creative way to help ease anxiety around bedtime. With resources such as the adventures of Iggy, Iggy's Next Adventure contest and our NiteLite Panel of experts, we aim to give parents relatable advice that helps take the focus off bedwetting and allows families to build their special bedtime traditions."

An added incentive for parents to visit the site is the opportunity to bring their personal stories to life. Consumers are invited to enter a contest by creating their own Iggy-based story; GoodNites will record the winning version and award a gift of $2,500.

The brand hopes to engage parents looking for added help with storytelling while simultaneously helping to lull their children into the comfort of a peaceful night’s sleep. Not only does the campaign demonstrate that the brand is in touch with its consumers and their children, but it also smartly appeals to them to contribute in a meaningful way to the effort. Parents are very discerning consumers, and by getting out of the way and allowing parents to share bedtime stories with other parents, GoodNites is showing them personal respect and branding intelligence.