Kimberly-Clark Goes All Out For Gender-Specific Depend

People don’t really like talking about diapers for adults. And adults who need them don’t always like to accept that fact. So how best to market the new line of gender-specific Depend absorbent underwear for men and women?

Kimberly-Clark, the maker of Depend, has taken a decidedly light-hearted approach while making the point that men and women are fundamentally different—from anatomy to psychology—and that Depend has addressed those differences. The company launched the largest marketing campaign in the brand's history as millions of Baby Boomers continue the march toward old age.

“It is a sensitive topic and this campaign is all about understanding that,” Blake Boulden, the brand manager for Depend, said.

The campaign includes, TV, print and online ads, direct mail, P-O-P and public relations.

Filmmaker Errol Morris directed three 30-second TV spots by JWT Chicago. The ads show men and women being interviewed about the differences between them set against a simple white backdrop.

The ads, which began airing last month, put some humor behind a difficult topic. In one, both sexes are asked the same question: Who rules the world? The man says, “Men have traditionally ruled the world and are in control.” She says, “Men are just here for the company, ask your wife.”

The ads are meant to covey real life— 27 million Americans are expected to experience incontinence by 2010. That’s a change from previous TV spots, for example, that showed a grandmotherly looking woman cruising on a Harley. Sure some ride, but most don’t.

“We wanted to come across in a very real, very authentic way, a communication that didn’t overly idealize a lifestyle,” Boulden said.

The direct mail promotion was sent to 3.5 million households with product details and a coupon.

In stores, customers will find “take one” information brochures, shelf signage, on-pack information stickers and circulars and displays.

A redesign adds new educational information on incontinence, health and gender-specific topics within a streamlined user interface. Web visitors will find ways to connect with others and download coupons.