Depend Tries on a Sexy Look to Compete in a Hot Category
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Can sex sell adult-incontinence products? Kimberly-Clark Corp.’s Depend is about to find out.
In an extension of its “Underwearness” campaign launched last year, Depend is going from showing all types of people dropping their pants to prove adult incontinence is widespread to focusing specifically on younger women. The women strut their stuff in the brand’s new Silhouette Active Fit black and beige undies — and looking remarkably good doing it — in a campaign launching next week.
“It’s a recognition that many women with bladder leakage worry that people can tell,” said Liz Metz, brand director of Depend. Years of research and development went into creating lower-rise black and beige Depend products that look more like what women normally wear.
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