In the largest ad spend of the brand’s history, Depend has launched a celebrity-led campaign to drive trial of its new incontinence products.
Former Olympic figure skater Isabelle Brasseur and former NHLer PJ Stock are helping raise awareness of the issue of incontinence as spokespeople for the Kimberly-Clark brand, which has two new product lines – Silhouette for Women and Real Fit for Men absorbent briefs.
“The idea of asking people who don’t need the product to try it on underscores that the brief feels and looks like underwear,” said Paula Montoya, Depend brand planning manager at Kimberly-Clark.
Brasseur and Stock model the briefs at TryItOnCanada.ca, where visitors can order free product samples.
The campaign aims to remove the stigma of incontinence and boost Depend wearers’ confidence that they can enjoy an active, normal life.
“Our 2012 ad campaign budget of $3.5 million, which is 60% to 70% more than in the past, is the biggest campaign we’ve ever done for the Depend brand,” said Montoya. “We’ll have the same budget for 2013.”
As part of the campaign, the Depend group also teamed up with the Canadian Cancer Society for various initiatives, including a donation to the Society for “below the belt” cancers. The brand will also be giving a donation and lending their support to the BC Cancer Foundation’s Underwear Affair to help raise awareness of these cancers.
Ogilvy Action developed a new ad campaign with radio, FSI, in-store and online elements. The agency also created English and French 15- and 30-second national TV spots for daytime, primetime and cable programming.
Partners Films shot the spots. Mindshare handled media duties, and Ketchum Public Relations Canada oversaw public relations.
The ad campaign launched mid-April and will run until the end of the year.
