Huggies promotes DryNites brand with five-week marketing push targeting parents

Huggies has mounted a five week long advertising push to promote its DryNites range.

Running from mid-July the campaign features a 20 second TV advert narrated by Sally Phillips, who highlights the brands functional benefits.

The stop-motion sequence focusses on the active lifestyles of children during the day and the identical body movements they make at night whilst asleep.

UK brand manager, Stephanie Madrell, commented: “The theme of the advert is about making parents aware of DryNites Pyjama Pants and highlights the importance of using night-time protection as grown up as their children. The new creative brings the brand to life and demonstrates to parents why DryNites are the perfect solution to bedwetting."

She added that in addition to raise brand awareness the work should also “help retailers educate customers on the difference between nappies and childcare products” ultimately increasing value across the category.

The TV campaign is supported by print, digital and PR media as well as sampling activity available through the newly refreshed DryNites website. The promotion forms part of substantial investment by the manufacturer for 2014.

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