Depend strips down in a 'bold move'

Depend strips down in a 'bold move'
SHARE
THIS



Incontinence-solutions brand Depend is attempting to shake the preconceptions of its product in a new campaign featuring a woman only the Depend Real-fit Underwear and a singlet.

The actor’s strip is described as a “bold move” by the Kimberly-Clark’s brand and is designed to show that the product “fits and feels just like real, everyday underwear”.

The campaign includes a 30 second TVC, print ads that will appear in titles including Woman’s Weekly and Sunday Magazine, as we all in-store media and sampling.

Dominique Chandler, marketing manager for Depend brand, said: “The new campaign while tasteful and respectful, changes the conversation with our consumers and challenges perceptions of incontinence products by showing how this fantastic new product can give them the freedom and confidence to carry on with their active lives despite experiencing this common condition."

http://www.youtube.com/watch?v=eM_im-O2OVY

“We actually demonstrate visually how similar the product is to real underwear and encouraging men and women to go out and 'Take the Feel Test’ themselves. We have experienced excellent results in consumer research, with consumers saying they cannot believe it is a disposable product as it so discreet and fits and feels just like the real thing.”

Credits: client Depend, creative agency Shift, production agency Prodigy, media agency Mindshare.

Please login with linkedin to comment

Latest News

How To Create Connections To Increase Your Influence
  • Opinion

How To Create Connections To Increase Your Influence

Darren Fleming (pictured below) is a speaker, author and trainer who specialises in helping leaders influence their teams. He is the author of Don’t be a D!ck – creating connections that make influence happen. In this guest post, Fleming offers proven tips on how to improve staff connections and your influence around any office… The secret to […]

Opinion

by B&T Magazine

B&T Magazine
PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman
  • Advertising
  • Campaigns

PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman

A dodgy uncle is the star of PayPal’s new Christmas spot set to air across 15 european countries this festive season. The work of famed Parisian agency Buzzman, the ad plays on the traditional family Christmas and the arrival of an uncle notorious for his over-touching, cheating and over-eating. This time around, thanks to Paypal, Mr […]

Isentia Builds Out Executive Team With Three New Appointments
  • Media

Isentia Builds Out Executive Team With Three New Appointments

Isentia Group Limited has announced three senior appointments to its executive leadership team to accelerate product enhancement, operational efficiencies and support ongoing transformation. Following an extensive search, Paul Russell has been appointed chief technology officer (CTO), Kelly Young chief human resources officer (CHRO) and Peter McClelland chief financial officer (CFO). Ed Harrison, Isentia chief executive officer and managing director, […]

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’
  • Campaigns
  • Media

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’

Ovarian Cancer Australia has launched its first pieces of work via agency 10 feet tall. ‘It’s time for ovary-action’ is their empowering, new creative platform that aims to rally all Australians to stand up and take action for the cause. The launch includes a quirky content video accompanied by print and radio components that aim […]

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]