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Depend
Guard Your Manhood

RAN IN: United States

CLIENT
Kimberly-Clark

Melissa Sexton - IMP Planning Director
Patrick Ambroso - Commercial Program Manager
Jennifer Clark - Brand Manager
Elizabeth Metz - Brand Champion

AGENCY
Ogilvy & Mather *Lead Agency

Tara Allerton - Group Acct. Director
Vicki Azarian - Group Creative Director
Juli Cola - Creative Director
Christina Montero - Acct. Director
Katie Moran - Group Planning Director


Marina Maher Communications


Geometry Global


Organic, Inc.


Mindshare


SUMMARY

4 million men in America suffer from incontinence, yet the conditions attached to an emasculating stigma. Of the 20% of men who address it with an absorbent product, 63% use a feminine product, or lack awareness of anything besides adult underwear. Depend needed to make men aware they could get light-end masculine protection. Within a manly campaign featuring football legend Tony Siragusa, he showed guys how to guard their manhood with Depend Guards & Shields. Depend brand affinity increased by 52%, which is a massive success for this category.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Interactive,PR,Packaging

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

Objectives: Increase awareness

Type: Business-to-Consumer

Classification: National

Language: English