Depend strips down in a 'bold move'

Depend strips down in a 'bold move'

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.

B&T Magazine
Posted by B&T Magazine

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.