Not Just For Crazy Astronauts Anymore

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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.