The 2010 Jay Chiat Awards for Strategic Excellence Winners

Brand Experience—Bronze
JWT, New York
"GoodNites Bedtime Theater"

Once upon a time...

Actually this isn't once upon a time because it happens all the time. And it's not a fairy tale. It's absolutely true.

For thousands of parents and kids, bedwetting is a scary experience.

GoodNites, the category leader in absorbent nighttime pants for kids who wet the bed, had built its business by talking to moms solely about functional product benefits.

But a new competitor gave Planning the opportunity to set another course, inspiring GoodNites to lead the category as never before.

It was time to help put some magic back into the bedtime moment between a mother and her child.

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