Poligrip, Depends Ditch 'Old Folks' Marketing
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Adult incontinence and denture products long have had a stigma, but a new wave of ads for such products aims to overcome that by portraying users as younger, vibrant, and anything but debilitated.
While it may be a stretch to ever see these categories as sexy, an aging population has made them strong single- and even double-digit growers in packaged-goods and consumer-products industries starving for growth. So brands and products that once induced dread among consumers, marketers and agency creatives alike are getting new attention and creative approaches.
Just a year ago, ads for Poligrip and Polident denture adhesives and cleaners from GSK Consumer Health featured solemn testimonials from people concerned about getting kiwi seeds stuck under their gums or showed people with partial dentures losing their cellphones and keys but hoping not to lose any more teeth.
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