ABOUT

1 in 2 Aussie men aged 45+ experience some form of bladder leakage, and it usually takes triple the amount of time for men than women to try a product solution to care for their bladder weakening.

Kimberly-Clark wanted to craft a brand campaign that would put DEPEND into the consideration mindset of male consumers for their exciting new product—reusable, washable underwear specifically designed for men. A campaign that would also rejuvenate the brand and start the conversation on this taboo.

The challenge was clear: how do we place the brand into a consideration set for an audience who doesn’t want to talk about the issue and doesn’t really know where to start? Our response was to develop an idea that would be both relatable through humour while building memory structures by celebrating the brand’s distinctive assets. Through a deep understanding of Australian and New Zealand cultural nuances, the campaign features a mix of humour and colloquialisms with a nod to an iconic movie that the target audience would be familiar with.

The result is a brand campaign that encourages open conversations and helps combat the stigma and silence, which are still often associated with discussions around men’s health today.