Depend | mysite

Screen Shot 2016-08-16 at 5.04.01 PM.png

Underwareness

There is a stigma with incontinence & people feel that Depend is for people much older then themselves, thus not relating to & avoiding the product.

We built awareness by showcasing how incontinence is more common & effects all ages through stats, photography style, & calling it ‘the collection’. Even making the sample experience feel like real underwear packaging.

print, sampling with brochure

BRONZE Effie Winner

Real Women of Walmart
Walmart

Our Walmart shoppers didn’t relate to
the fashion models used in the national campaign.

We used real women with real stories to showcase how Depend was right for them in their various lifestyles, therefore right for our target by focusing on comfort & discretion.

print, sampling, content

BRONZE Effie Winner

Guard Your Manhood

When it came to minor leaks, men were using small towels, their wives’ fem-care products, or just nothing.

We showcased that there was a product out there made specifically for them. And masculinized the overall experience from print, to on-line, and to sample, with our manly spokesperson.

FSI, sampling

BRONZE Effie Winner

The Great American Try-On

Depend was known as a ‘diaper’ for ‘old
people’ & didn’t relate to our younger target.

We needed to youthen the perceptions of Depend with a new premium product aimed to showcase the great fit & feel like real underwear to a more active boomer. We accomplished that by getting relevant celebs to try it on for charity.

FSI, sampling

GOLD Effie Winner