K-C's Depend Builds 'Underwareness'

Neenah, Wis. — Kimberly-Clark’s Depend brand launched the Silhouette Active Fit brief in the spring, and the rollout included an extensive in-store component in addition to TV, print, social, direct mail and promotional offers. “Thousands of displays, delivered in a number of different structural formats, have been executed to date with the mass, drug and grocery channels, with more planned throughout the remainder of the year,” says Depend brand manager Jake Hoerner, noting that participating retailers include Walmart, Target, CVS/pharmacy, Walgreens and Kroger.

The brand is on a mission to remove the stigma associated with bladder leakage problems, and the new product features a fresh fit and feel designed to appeal to younger female consumers. In-store elements include a variety of endcaps, floorstands and sidekicks in addition to shelf signage, floor graphics, at-shelf offers and brochures.

Hoerner says it is all part of a strategy to get women to rethink their preconceived notions about the product and encourage them to try it for the first time. “Plans were developed with the primary objectives of maximizing awareness and trial in mind, followed by the secondary goal of driving repeat purchase, delivered via in-pack couponing and targeted one-to-one communication,” he says, adding that messaging will remain in stores through the end of the year.

The team effort included creative input from Detroit-based Organic, Chicago-based Geometry Global and New York-based Ogilvy & Mather. Chicago-based Mindshare handled media buying and partnerships, while Marina Maher Communications, New York, oversaw public relations.

The effort comes as part of the second year of the brand’s “Underwareness” program, which aims to educate consumers about just how common bladder leakage is among younger women. “The Depend brand makes it clear … that its consumer is younger than people think,” says Hoerner. “In fact, approximately 22.9 million Americans under age 45 experience bladder leakage. [We want to] show how Depend Silhouette Active Fit briefs can help women feel confident, stylish and empowered.”

During the first year of the “Underwareness” program, the brand forged a relationship with Sheryl Underwood, a co-host of CBS TV’s “The Talk” who shared her personal story and struggle with the condition. The campaign kicked off with the “Drop Your Pants and Dance for Underwareness” concert headlined by pop music duo Capital Cities.

For year two, the brand introduced the new briefs, which feature moderate absorbency, a thin design and a more underwear-like fit and feel in beige and black colors, a first for the category. Also, the brand has expanded its association with Underwood, partnered with fashion stylist Carson Kressley and signed on as the official active lifestyle sponsor for the BlogHer 2015 conference, an annual event that attracts thousands of product influencers.

While K-C’s Hoerner declined to outline the budget for the campaign, he said the company continues to make considerable investments in the Depend brand.

“Depend is committed to breaking category stigmas, changing the bladder leakage conversation and understanding and innovating to meet the needs of those who live with bladder leakage,” Hoerner says.