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Ambient
Goodnites: Mission Dry
Goodnites, the #1 nighttime underwear brand, has announced the launch of Mission Dry, a new activation to launch its ‘Never Stop Dreaming’ platform. The innovative and timely space-themed campaign aims to help destigmatise bedwetting by reframing children’s nighttime underwear through an emotional lens: it’s not just about staying dry, but about teaching kids how to stay strong, brave, and mission-ready. The campaign was inspired by the absorbency systems found in astronauts' space suits and is bolstered by participation of real and aspiring astronauts, Scott Kelly and Manju Bangalore, because hearing encouragement from a hero can be the first step to feeling like one. 1 in 6 kids in the U.S. experience bedwetting and many may feel embarrassed and ashamed. Given the embarrassment many children face, Mission Dry upends the category’s traditional approach to marketing that focuses on product function and reframes bedwetting as a source of resilience, not shame. Created in collaboration with GUT New York, the multi-format campaign includes a live activation experience, two films, social media content, educational content, and commemorative swag. Goodnites hosted a live activation experience that doubled as a call to action to families to join Mission Dry. The experience film launches the full campaign today and features physicist and scientist-astronaut candidate, Manju Bangalore. The experience and film combine STEM facts, hands-on discovery, and surprise moments – like seeing Manju “floating” in space – to help reframe using nighttime underwear as a badge of courage – not embarrassment.
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