Kids who face bedwetting and astronauts have one big thing in common: both rely on an absorption system like Goodnites when it comes to pee. With that insight, we created a campaign to help boost kids’ self-esteem. This is Mission Dry, a mission to show that bedwetting shouldn’t hold kids back. By connecting children with astronauts, the campaign showed they shared more than anyone thought possible. It broke the stigma around bedwetting by sparking open conversations between kids and families and building confidence for those navigating it every night.

“Goodnites has always been there to support kids, and through Mission Dry, we had an opportunity to reimagine what that support could look like. This campaign is about using creativity to shift perceptions - not just of our product, but of what it means to be a kid navigating challenges with courage.” - Luiz Sanches, Global Chief Creative & Design Officer at Kimberly-Clark

"In a category focused on leaks and layers, we chose to talk about dreams. Mission Dry proved that nighttime underwear can offer kids more than protection; it can offer a sense of belonging." - Lucas Bongioanni, CCO at GUT New York