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Kimberly-Clark breaks Drop Your Pants campaign for Depend
By Adnews Staff
Kimberly-Clark Canada has begun a campaign for its Depend product line called "Drop Your Pants for Underwareness." The campaign is intended to reduce the stigma attached to bladder leakage. The effort began with an event in Toronto on Aug. 6 with a street installation at the intersection of Yonge and Bloor Streets. The campaign will also include television, print and out-of-home advertising, as well as digital materials, an online video and a website at <http://www.underwareness.com> incorporating a product sampling component.
"Many Canadians who experience bladder leakage worry and live in fear of embarrassment, not even wanting to self-identify with the condition," said Nadia Said, senior brand manager for Depend at Kimberly-Clark Canada. "After 30 years, the Depend brand is as committed as ever to changing the bladder leakage conversation and helping these people live more active and fulfilling lives. Kimberly-Clark aims to restore dignity, and starting today we're taking a stand with Underwareness, because wearing a different kind of underwear is no big deal."