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Pull-Ups Nite-Time Refresh
Creative Direction / Packaging / Product Aesthetics / Design Strategy / Design Leadership / Design Ideation Facilitation
Pull-Ups Nite-Time is the only overnight potty training pants that ABSORB MORE THAN DIAPERS*, giving your toddler the protection she needs to wake up ready to rock potty training.
Objective
Pull-Ups Nite-Time was suffering from low sales and decreasing product distribution. Explore design solutions ranging from least to a more disruptive degree of change to drive differentiation at the shelf, while boosting competitive advantage messaging.
Results
+4.5 average star consumer reviews, increased differentiation against Pull-Ups Mainline and New Leaf, and improved competitive differentiation at the shelf.