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Poise
Ditch Your Fem Pad

RAN IN: United States, Canada

CLIENT
Kimberly-Clark Corporation

Rebecca Dunphey, Brand Champion
Melissa Sexton, IMP Planning Director
Wendy Jacobson, Commercial Program Manager
Joe Keuster, Sr. Brand Manager

AGENCY
Ogilvy & Mather *Lead Agency

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


OgilvyAction *Lead Agency

Samantha Sanda - Director, Shopping Mktg.


Organic, Inc.


Marina Maher Communications (MMC)


Mindshare


SUMMARY

Millions of women in the US have light bladder leakage (LBL), but are ashamed of the condition and believe all pads are the same. They turn to period pads to help. We needed to normalize the condition and make women realize the difference between period pads and Poise liners by asking them to "Ditch their fem pads." Kirstie Alley, The Poise Fairy, humorously explained 1 in 3 women have LBL and its no big deal if you have Poise. We saw a 74.9% increase in household penetration and a 9.1% sales increase.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, PR, Retail Experience

Audience: New Audience, Women, Boomers (45+)

Objectives: Other

Type: Business to Consumer

Classification: National

Language: English