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Depend
The Great American Try-On

RAN IN: United States, Canada

CLIENT
Kimberly-Clark Corporation

Patrick Ambroso - Commercial Program Manager
Anne Jenkins - Corporate Strategy
Victoria Tylinski - Brand Manager
Sara Welch - Assoc. Brand Manager

AGENCY
OgilvyAction *Lead Agency

Maria Barbera - Creative Director
Abby Hoyt - Jr. Planner
Tracy Mathison - Asst. Creative Director
Emily McIntyre - Acct. Supervisor
Samantha Sanda - Director
Becky Vester - Planning Director


Ogilvy & Mather


Marina Maher Communications (MMC)


Organic, Inc.


Mindshare


SUMMARY

In 2011, the adult care category was filled with old-people perceptions and outdated options. Depend brand set out to change perceptions and elevate category expectations with a modern new product. However, shoppers wouldn't listen at-shelf: they were extremely embarrassed in-aisle and with Depend products in their cart. Testing showed shoppers had to try the product to believe it. So we distributed over 3.2MM samples and carried excitement of the buzz-worthy national campaign to the aisle. The new line achieved 9.8% category share, surpassing year-end sales goals in only 5 months.

CASE VIDEO


Hero Medium: Packaging

Medium Featured On Video: TV, Print, Direct, Retail Experience, Packaging, Product Design, Sponsorship, Distribution Changes, Sampling, Trade Comm./Promo

Audience: Men, Women, Boomers (45+)

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English