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Packaging helps GoodNites win back lost market share

In response to new competitors, Kimberly-Clark delves deeper into the GoodNites consumer’s psyche. The new packaging captures the bedtime bond between kids and parents.

GoodNites
GoodNites

The phrase “higher order of benefits” is creeping into brand marketing lexicon. It is an expression of value that describes a product’s ability to establish such a deep meaning with a consumer that it cements a personal connection. Leading-edge brand marketers are beginning to leverage packaging in this elevated level of brand communications thinking to differentiate products.

Kimberly-Clark provides a recent example. Its Huggies GoodNites children’s disposable diapers brand is winning back market share it had lost to new national-brand and private-label competitors by moving the brand away from the commodity of a diaper and into a comfort brand that appeases the target product user—kids ages 4 to 10 years who suffer some level of bedtime incontinence. The brand also gains parents’ trust.

“This is a sensitive subject,” says Christine Mau, Kimberly-Clark Brand Design Director. “It has to do with children’s self-esteem. We tried to bring that forward in a way that says, ‘it’s okay.’

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INTRODUCING! The Latest Trends for Life Sciences at PACK EXPO Southeast