“I know bedwetting feels big when you’re
little,” relates U.S. soccer player Tim Ream in a 30 spot. “But you should know it’s not your fault. Goodnites are here protecting
you through the night, so you can keep dreaming big.”
A graphic then reveals that Ream himself “faced bedwetting until age 11. He never stopped his dreams.”
In real
life, meanwhile, just hours after his bedwetting history went public Monday morning, Ream was officially named to the FIFA World Cup’s U.S. men’s team for the second time.
As the
tagline for the kids’ bedwetting underwear puts it, “Never Stop Dreaming.”
The new campaign featuring Ream “is designed to destigmatize bedwetting by reframing
nighttime underwear through a more emotional lens and part of a bigger journey towards confidence,” Dan Jackson, North America vice president & general manager for child care at
Goodnites’ parent Kimberly-Clark, tells Marketing Daily.
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How does a brand find out about a star athlete’s childhood secret in order to develop a campaign? Asked that
question, Jackson would say only, “The partnership with Tim Ream came together to help destigmatize an experience many kids and families face, and show that nighttime accidents are a normal part
of childhood rather than a barrier to your potential.”
The :30 spot, created by GUT, is running on connected TV via Disney properties –a result of a long-standing partnership with
Goodnites that also includes on-pack Disney character graphics in certain sizes. Publicis’ Spark Foundry is the media agency.
A longer :90 spot is running on YouTube and social platforms.
The campaign also includes influencer content via Viral Nation, in which parents
“will share authentic product use and personal lived experience to highlight how Goodnites helps kids define themselves by their dreams, not their bedwetting,” per Jackson. In addition,
“content from credible expert voices will deliver myth-busting information and confidence-building tools.”
Officially titled “To My Younger Self” and with a goal of
increasing trial among new households, the campaign will run through 2027, says Jackson.
