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March 31, 2009

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Huggies alters Drynites line

Kimberly-Clark has revamped its Huggies Drynites Pyjama Pants range, aimed at parents of children up to the age of 15, who are prone to bedwetting.

The redesign is intended to communicate to parents that the range can engender a more relaxed and positive feeling around bedtime.

Branding agency Anthem Worldwide has created 'reassuring' packaging to emphasise that the products are not baby nappies, and that children can improve their confidence by wearing them.

The range is separated into blue and pink colouring for boys and girls, and houses age-specific products for four- to seven-year-olds and eight- to 15-year-olds.

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