Kimberly-Clark Corporation

Joe Kuester - Brand Manager
Melissa Sexton - Integrated Mktg. Manager

Mindshare *Lead Agency

David Lang - President, Mindshare Entertainment North America
Bohb Blair - Partner, Director of Invention
Heather Gheen - Manager
Greg Manago - Sr. Producer, Mindshare Entertainment
Dan Reaume - Leader
Jake Smith - Producer
Joanna Tapio - Director

Marina Maher Communications (MMC)

Diana Littman - Director

Organic, Inc.

Poises research showed that 1 in 3 women suffer from Light Bladder Leakage. Our challenge was to get women to discuss and sample a product they dont want to admit they need. Our strategy: use humor to normalize the condition. Whoopi Goldberg was featured in vignettes as women in history who may have had LBL. The vignettes became part of the pop culture zeitgeist and were spoofed on SNL. We drove 1.3MM households into the category (7% category growth Nielsen) and had the largest sales growth (3%) in our history.