Transforming DryNites’ Conversations with Parents

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.

We developed a strategy rooted in a new and powerful claim that came as a result of a clinical study, “Clinically proven for a better night’s sleep.” By tying bedwetting management directly to the benefits of better sleep—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.

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 developed a partnership 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 to provide expert advice and break 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.

We helped DryNites successfully transform the issue of bedwetting from a taboo subject to a conversation starter. By combining clinical credibility with heartfelt storytelling and authentic advocacy, DryNites became synonymous with support, trust, and better mornings for families everywhere. Key results included:

Market Leadership: Reversed share decline, with over 80% UK market share.

Sales Growth: Volume increased by 3.4% YoY and sample distribution by 50%.

Social Impact: Achieved 37.7M impressions in the quarter alone (vs. 9.1M YoY), with TikTok driving nearly 2x views (14.7M).

Improved Metrics: CPMs dropped by 62%, CTR increased to 12.68%, and YouTube VTR rose from 64% to 75%.