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The design
Coley Porter Bell’s solution was to abandon the clinical
descriptor ‘night-time absorbent pants’ in favour
of a new, softer term, ‘Pyjama Pants’. The previous
packaging was more reminiscent of a clinical product, and
the new design addressed this by being more animated and positive.
The design also had to position the brand as different from
nappies – a common misperception which caused both parent
and child to reject the product – and emphasised parental
education in the role DryNites played in eradicating bedwetting.
The design proposition ‘From comfortable nights to happier
mornings’ was adapted to get across the importance of
waking up dry – a vital step on the way to breaking
the cycle of guilt that only serves to prolong the problem.
The packaging is playful and fun for younger users, but becomes
more mature – and less stigmatising – for older
children.
The results
• Between its launch in January 2003 and May of that
year, DryNites grew in value across Europe by more than 23%,
with UK growth of nearly 22%, versus the same period in 2002.
• In the first month after launch, when the brand had
no TV or press advertising, sales increased by 12% - an increase
solely attributable to the design.
• Profit increase meant the redesign paid for itself
within two months of launch.
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