Kimberly-Clark

Tracy Buelow, Sr. Brand Manager
Melissa Dennis, Brand Manager
Wendy Jacobson, Commercial Program Manager
Melissa Sexton, IMP Planning Director

Ogilvy & Mather *Lead Agency

Vicki Azarian, Group Creative Director
Tracy McFarlane, Creative Director
Christina Montero, Acct. Director
Suzanne Roath, Acct. Executive
Katie Dallas, Sr. Planner
Katie Moran, Group Planning Director

Geometry Global

Organic, Inc.

Mindshare

Marina Maher Communications

Over 52 million women leak a little, but most of them overlook a category thats specifically tailored for their needs and instead purchase period pads. Somehow Poise had to get them to understand that a pad is not just a pad, landing what makes Poise pads uniquely designed to absorb urine: Super Absorbent Material. So how did they get women to engage with a technical product difference in a category thats avoided at all costs? They sexed up the incontinence category via a male acronym: SAM.