Breaking the Silence on Bedwetting to Help Families Feel Supported
Reversing market share decline through storytelling and advocacy.
DryNites, from Kimberly-Clark, leads the U.K. market for bedwetting products, but new entrants were taking share. The brand needed to be seen as a trusted partner for families on a subject most parents don't talk about.
With Alli, PMG built a campaign around a new clinical claim, "Clinically proven for a better night's sleep," and reached parents with video storytelling, a GP-led education program, and a mix of TV, TikTok, and social. Planners moved investment toward the platforms where parents engaged most.
DryNites reversed its share decline and holds more than 80% of the U.K. market, with sales up 3.4% and social impressions growing from 9.1 million to 37.7 million in a quarter.
Bedwetting is a deeply personal and often unspoken challenge for families, affecting children's confidence and parents' peace of mind. While DryNites is firmly the category leader, new market entrants were capturing increased market share, and the brand needed to re-establish its position not just as a product but as a trusted partner for families navigating this sensitive issue. Our mission was to help DryNites develop and execute a campaign that broke the silence, reshaped perceptions, and positioned it as a clinically backed solution to help kids sleep better and wake up feeling awesome.
Clinically Proven Sleep Becomes the Promise Parents Could Believe In
We developed a strategy rooted in a new and powerful claim resulting from a clinical study: "Clinically proven for a better night's sleep." By tying bedwetting management directly to the benefits of better sleep, including improved energy, learning, and happiness, we would connect DryNites to outcomes that matter most to parents. Our multi-layered approach would rest on three pillars: emotionally resonant creative, influencer-led advocacy, and integrated media to reach parents at the right place and right time.
Bedwetting is a private worry, so the team used Alli, PMG's operating system, to find where the parents dealing with it actually spend their time. Alli Audience Planner built personas of parents managing bedwetting, so the "better night's sleep" message could reach them in the places they already spend time, with the care a sensitive subject needs.
Uniting Science with Storytelling
Our campaign evolved DryNites' "Wake Up Awesome" territory by introducing a refreshed, evidence-backed narrative: "Sleep Better with DryNites… and Wake Up Awesome!" We developed three engaging video ads, each using storytelling that highlighted the benefits of restful sleep. The ads captured the tangible benefits of better sleep using relatable family moments and a vibrant visual style.
We also partnered with key influencers, including GP and TV doctor Punam Krishan and ERIC, The Children's Bowel & Bladder Charity, to launch the Educate and Empower program, which provides expert advice and breaks taboos. Additionally, our use of trusted voices included British actress Jodie Whittaker, who lent authenticity and warmth to the campaign.
Our integrated media plan reached parents through a diverse mix of TV, social media, and digital platforms where they spent their time, making DryNites part of their daily conversations. From TV commercials to TikTok reels and digital banners, we ensured consistent messaging across every touchpoint.
Alli showed how the message was doing across TV, TikTok, YouTube, and social in a single view. Planners checked results with Ask Alli during the run, and moved investment toward the platforms and moments where parents were engaging most.
We helped DryNites successfully reshape the issue of bedwetting from a taboo subject to a conversation starter.
3.4% YoY Sales Growth 37.7MM Social Impressions 17% Higher Video VTR
By combining clinical credibility with heartfelt storytelling and authentic advocacy, DryNites became synonymous with support, trust, and better mornings for families everywhere. Alli Brand Equity tied brand and business signals together in real time, giving the team continuous visibility into how the campaign was moving both consumer perception and market share.
Key results included:
Market Leadership: Reversed share decline, with over 80% U.K. market share. Sales Growth: Volume increased by 3.4% YoY and sample distribution by 50%. Social Impact: Achieved 37.7MM impressions in the quarter alone (vs. 9.1MM YoY), with TikTok driving nearly 2x views (14.7MM). Improved Metrics: CPMs dropped by 62%, CTR increased to 12.68%, and YouTube VTR rose from 64% to 75%.
