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A new multi-million pound campaign for DryNites has been launched this week across TV, online video and social media.

DryNites is the UK’s leading brand in the sector, designed to help parents and their children manage bedwetting.

The purpose of the campaign is to help families manage bedwetting so that kids can worry less about it and get on with enjoying their childhood.

The strategy, creative, media planning and digital media buying are by RocketMill, Mindshare handle the TV buying. The TV ad was produced by Armoury.

Stephanie Madrell, senior brand manager at DryNites said: “We don’t think kids should worry about bedwetting, we think they should wake up awesome! Our new campaign captures the spirit of this perfectly.”

Matt Andrews, Chief Strategy Officer at RocketMill said: “We are proud to launch this work for DryNites. There is a real purpose behind it, helping kids everywhere go to bed worry-free and wake up awesome!”