Mens’ underwear is nothing like womens’ underwear. Never has been. This is true for those suffering from incontinence, as well, and Kimberly-Clark–the leader in the $1.2 billion adult care category, with Depend and Poise making up more than 50 percent of the market share–is emphasizing the difference in its new campaign.
They’ve even hired acclaimed documentarian, Errol Morris, to direct.
An estimated 19 million people in North America currently experience some form of incontinence. More than 80 percent of those with incontinence are women, and it takes an average of 6.5 years for a woman to speak to a physician about her symptoms – due to embarrassment and confusion about the condition.
