Kimberly-Clark’s Depend launches new campaign and spot for its Real-Fit Underwear range via Shift
In a bold move, Kimberly-Clark’s Depend brand via Shift, will this Sunday launch a new TV ad featuring a mature woman wearing only the new Depend Real-Fit Underwear and a singlet as part of a new fully integrated campaign.
The campaign demonstrates how Depend Real-Fit Underwear fits and feels just like real, everyday underwear giving incontinent consumers the confidence to wear whatever they want.
Says Dominique Chandler, marketing manager for the Depend brand: ‘The new campaign while tasteful and respectful, changes the conversation with our consumers and challenges perceptions of incontinence products by showing how this fantastic new product can give them the freedom and confidence to carry on with their active lives despite experiencing this common condition.
“We actually demonstrate visually how similar the product is to real underwear and encouraging men and women to go out and ‘Take the Feel Test’ themselves. We have experienced excellent results in consumer research, with consumers saying they cannot believe it is a 
disposable product as it so discreet and fits and feels just like the real thing.”
Set to spark interest amongst the 4.8 million Australians with incontinence, new Depend Real-Fit Underwear is the brand’s most revolutionary product upgrade so far. The product features cotton flex fabric, an elastic waistband, slim lines, all-around leg elastics and superior odour protection, offering a boost of confidence for people with incontinence.
The campaign includes a 30 second TVC, new print ads that will be displayed in major titles including Woman’s Weekly and Sunday Magazine, as well as in-store media and sampling.
Creative agency: SHIFT
Production agency: Prodigy
Media agency: Mindshare
13 Comments
From Mello Yello ads to incontinence ads… Kinda full circle for model Alex Wileman…
http://www.youtube.com/watch?v=RywjUBsKDxo
Holy crap!!!
I reckon they should combine Wileman’s early ad for Mello Yello and this one – and have her chugging buddy bottle after buddy bottle of the soft drink with her in the incontinence underwear.
Where is Alex’s dress from
I found this ad to be in very poor taste. After the lovely sensitive ads I have seen for Kimberly Clarks other products eg. Huggies just found this ad to be not what I expected from a reputed brand.
can you tell me where I can purchase Alex’s dress from?
Regards
Elaine
I read a very negative article about this ad and am somewhat stumped. It is quite the sexiest ad I have seen for a long time. It is tasteful, shows a gorgeous woman who is proud of her body, and able to show it off without having to do a semi naked shot called art. Keep at it girl.
A very good ad, that shows a stunning woman with these products on. I think it helps break down the stigma.
Want that pink dress – can you share ?
Alex Wileman was hot when she presented weather on Ten News Sydney and the Lotto updates on the Nine Network about 20 years ago, and she is still hot! Great choice for a credible brand ambassador.
I note that the wording has been changed from the original advert. Alex used to say: “I have and you’d never know”……now she says: “I could and you’d never know”.
The wording has also changed such that she indicates she “would” wear these panties; originally she said she “does” wear them.
Guess someone must have complained about truth in advertising.
The ad would be fine if the product didn’t leak.
Hi ,I think the advert is tasteful and to the point ,it shows how leaks can be dealt with so discreetly and with out embarrassment . I m 41 and slim and good looking but have worn incontinence protection for about 12 years all the time .
Since i started menstruating at 13 pads were my go to product and were never a problem for me ,I found the softness and comfort a benefit and often wore pads between periods for confidence and extra security and comfort .
I discovered Tena pads after child birth in hospital and started to experience urine leaks most days when moving suddenly or exercising or bending down or getting in a car for example . Once my system had calmed down after six weeks and my cycle settled I thought I could return to my favourite comfortable sanitary pads but they some times leaked and felt too wet and had to be changed maybe 8/10 times a day .This was too stressful and I sort investigations and underwent tests and procedures and medication . My doctor was very understanding and was a sufferer her self and suggested I try several incontinence pads she had tried .
Tena pads extra plus became my daily wearer for about three years and were very successful and comfort was good .Nights I started to to use Tena slip tabbed diapers and enjoyed the security and reliability .This was to become my daily wearer too because of the comfort factor ,on accessions I wanted extra discreet protection I found Depend pants and have been very impressed and now often wear daily under tight jeans and these are a great product , thanks for being there Dépend