When P&G replaced its established nighttime underwear brand, it saw an opportunity to innovate. Enter Ninjamas—a sleek, high-performance “secret weapon” designed to give kids confidence and comfort. Addressing a key gap in a category where 1 in 6 kids face bedwetting, the brand blended stealth and protection to win over both parents and children. The results? 32% lift in awareness, 40% sales growth at Target, and 24% market share at Meijer—proving bold innovation can shake up even the most established markets.