Kimberly-Clark Corporation

Patrick Ambroso - Commercial Program Manager
Mark Cammarota - Brand Champion
Melissa Sexton - IMP Planning Director
Victoria Tylinski - Brand Manager

Ogilvy & Mather *Lead Agency

Jamie Prieto - President, Global Brand Mgmt.
Vicki Azarian - Sr. Partner, Group Creative Director
Tracy McFarlane - Creative Director
Katie Moran - Planning Director
Lisa Savage - Creative Director

OgilvyAction *Lead Agency

Samantha Sanda - Director, Shopper Mktg.

Organic, Inc.

Marina Maher Communications (MMC)

Mindshare

Depend wasn't resonating with boomers and was losing share to Private Label. The category hadn't experienced true innovation in years. Depend was finally bringing breakthrough products to market, but at a 50% price premium, consumers didn't believe it was "like real underwear." That was until they tried it first-hand. Thus, "The Great American Try On was born. As a category changing idea, this campaign asked all of America to try the new Depend and experience the difference. The idea garnered 1 billion media impressions in one month and sales reached a 3-year high.