Sub-brand naming for J&J

Johnson & Johnson was developing a sub-brand for Carefree Pantiliners, designed for overnight protection (basically, peace of mind). The product name had to leverage the well-established Carefree brand name, clarify usage, and be distinctive. Borrowing from fashion to evoke the comfort and softness of a nighttime negligee, Sleepwear was just the name this brand needed to slip into.