Anthem repackages Huggies Drynites

Huggies is relaunching its Drynites range, with new packaging by Anthem Worldwide.

Aimed at bedwetting children between the ages of five and 15, the Huggies Drynites Pyjama Pants’ new design is intended to help children feel more normal and parents calmer at bedtimes.

Anthem has tried to emphasise that the product users are not alone in bed-wetting by using photographic product shots showing children in pairs. The consultancy also aimed to show that the Pyjama Pants are a step up from a nappy, avoiding baby-like imagery and graphics.

A new icon demonstrates the absorbency of the product and Anthem has added brightly coloured swooshes to distinguish the four products, namely boys and girls aged four to seven, and boys and girls aged eight to 15.

Kimberley-Clark Drynites European brand manager Clare Prego says she hopes the packaging will help to ‘break down the barriers of the nappies category, providing accessibility to older consumers’.

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