In a new campaign for its Depend brand, Kimberly-Clark is encouraging people to "drop their pants." A MediaPost article this week said that the campaign is the largest to date for the brand and focuses on the Real Fit and Silhouette lines, which were designed to look and fit like regular underwear.
The new campaign features a rap video and television commercial addressing the problem of bladder leakage. It seeks to use social media to encourage people to talk about the problem, and remove the negative image that has always been associated with it.
Liz Metz, the brand manager for Depend, told Mediapost, “What we are trying to say is that maybe the perception of the category and product are still dated. Almost half [of people with bladder leakage] are under the age of 50; there are more 20-year-olds than 80-year-olds with the condition. And it affects about a quarter of the population. We took a hard look at what is stopping people from picking out the right solutions, and we are trying to deal with the stigma head on. That was the underpinning of the campaign.”
And Kimberly-Clark is taking it beyond just a brand awareness campaign by making “Underawaress” a charitable force as well. On Aug. 6, the company and indie pop duo Capital Cities will host “Drop Your Pants & Dance for Underwareness” in New York City.
The brand has also pledged to donate up to $3 million to charity—The Simon Foundation for Continence and the United Way—over the next three years, with the goal of supporting and educating people about bladder leakage issues. They are encouraging social media followers to share photos and videos of their “pants drop,” as well as tweet with the hashtags #Underwareness and #DropYourPants. They will donate $1 to the cause for each one until they hit their target dollar amount.