Kimberly-Clark’s Depend brand ensures Aussies ‘never miss a moment’ in new TV spot via Shift

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Screen Shot 2015-05-23 at 1.45.20 pm.jpgKimberly-Clark’s Depend brand is launching a new integrated marketing program this Sunday called ‘No Missed Moments’ via Shift, encouraging consumers dealing with bladder leakage to continue living a physical lifestyle and undertake the active hobbies they enjoy by using Depend products.

Highlighting that wearers of Depend underwear can be physically active without worrying about protection and discretion, the campaign launches with a TVC. The TVC works to reposition the brand and normalise the condition, communicating to consumers that bladder leakage is not an ‘old person’ condition.

Says Burcak Sezer, Kimberly-Clark’s adult and aged care marketing manager: “Often the bladder leakage category is strongly associated with old age and there is a lot of stigma attached to the condition. They perceive bladder leakage products as being an adult nappy rather than a product that is suitable for their needs, so it is important for us to demonstrate that the product looks, fits and feels like real underwear. We want to give people a sense of belonging and acceptance as just one of the millions in Australia who deal with this condition. We never want them to feel inhibited by bladder leakage.  We are committed to delivering the most underwear like experience, changing perceptions and restoring dignity, so that it gives people the confidence to try the products.”

The launch of the program encourages further engagement by asking consumers to sign up for the Depend One Week Challenge. The challenge invites consumers to try the product over a one week period and see how effectively they can regain missed moments with their loved ones without the issue of bladder leakage prohibiting the activities they enjoy.

Says Sezer: “Many women are missing out on moments in life because they are consumed by their condition. We want women to give us a week and in return we will give them back a lifetime of moments.”

In conjunction with the television commercial and challenge is the revamp of the Depend website, launching later this month. The new site has been refreshed with updated content and improved information sources, as well as a responsive design for optimal viewing across formats, including tablets and smartphones. The new website will host the registration for the Depend One Week Challenge, as well as include supportive and inspirational content and feedback from previous participants.

The Depend commercial will be supported with digital marketing, on-going sampling and through in-store displays.

Executive Creative Director: Rob Martin Murphy

Copywriter: Lisa O’Neill

Art Director: Jerome Gaslain

TV Producer: George Saada

Director: Pete Moore

Production Company: Snakes and Ladders

Digital Agency: FUSION