Kimberley-Clark, owners of the DryNites Pyjama Pants brand faced a challenge of low awareness, especially amongst mums and younger children. The task was to make it clear that DryNites Pyjama Pants are a night-time product, attract parents with children aged 3-5 years, and differentiate the range for parents of 4-7 and 8-15 year olds. Design consultancy Elmwood redesigned the entire range to provide a clear promise of emotional support, highlight functionality and communicate the ‘next stage of the journey’. The packaging format was changed to a drawstring format to differentiate the product from nappies and normalise the product. In the UK, DryNites’ value sales increased by 10% in the six months from launch and France DryNites is now the market leader with 84% market share. DryNites has seen an increase in its shopper base, with a 3% increase in households with children aged between 3 and 5 years old.