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SYS-CON MEDIA Authors: Liz McMillan, Pat Romanski, William Schmarzo, Elizabeth White, Carmen Gonzalez

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DryNites® Launch iVillage Partnership - Includes Contextual Advertising by Global Leaders Vibrant

LONDON, March 30, 2012 /PRNewswire/ --

Kimberly-Clark's DryNites® brand has launched an innovative new online campaign, running until spring 2013, with leading lifestyle and community website iVillage[1], to tackle the taboo subject of bedwetting.

The fully integrated marketing, advertising and PR partnership by DryNites® includes contextual advertising by global leaders Vibrant, WebTV and live web chats with DryNites® experts Dr. Hilary Jones and psychologist Emma Kenny, a series of monthly advertorials and competitions as well as community message boards to provide parents with a tool to seek advice and support.

Steph Madrell, Huggies® Associate Brand Manager, says, "We have developed original content with iVillage to help parents with young children during the sensitive and difficult bedwetting phase. We aim to reassure and offer valuable tips and advice to mums through clear, no-nonsense articles and Q&A features. In addition, Vibrant's extensive premium publisher network helps us reach parents when they are seeking and engaging with relevant content".

Ryan Hartigan, Marketing Manager for iVillage UK, says: "The collaboration with DryNites® offers parents an innovative interactive hub to address all of their bedwetting concerns. The partnership will also draw insights from the iVillage trusted community of women, creating a discussion around a topic which is often considered a taboo".

Vibrant has built a custom distribution advertising programme which utilises flash and video units to allow consumers to navigate directly to key aspects of the content of interest.  A dedicated portal: (http://www.ivillage.co.uk/keeping-them-happy-and-healthy/144014) features original content created by iVillage and DryNites® to aid parents through issues ranging from managing bedwetting to instilling confidence in their children.  The ads also link to a free sample of DryNights® Pyjama pants offer.

Martin Forbes, Senior Vice President & Managing Director Europe for Vibrant adds, "This is a smart campaign by DryNites® in partnership with iVillage.  The subject is specific, and is a central and sensitive issue for parents - this rich campaign provides relevant information to them in an easy, accessible way. We are able to deliver powerful performance through the strength of a network that reaches 250 million unique users worldwide across more than 6,500 publishers".

About Vibrant

Vibrant is a world leader in contextual technology aligning billions of words across the internet with relevant video, information, tools and advertising. With over 6,500 premium publishers, reaching more than 250 million unique users per month (comScore, 2011), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements within premium Web content and offers publishers premium editorial tools to re-circulate users throughout their websites. Vibrant clients include Microsoft, Unilever, Sainsbury's and Hewlett Packard.

The company, founded in 2000, has offices in London, New York, Boston, Detroit, Chicago, San Francisco, Los Angeles, Paris, Hamburg, Munich and Dusseldorf. Vibrant has featured in the Inc. 500 and Deloitte Fast 50 lists, and in the UK: Media Momentum 2006, 2007; 2008 and Sunday Times Tech Track in 2004 and 2005. http://www.vibrantmedia.co.uk or http://ww.facebook.com/vibrantmedia or http://twitter.com/vibrantmedia.

[1]30+ million unique visitors per month (comScore).

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