K-C Starts Push for Poise Panty

DALLAS Kimberly-Clark has launched a $10 million campaign to promote its new Poise Panty designed for women with light to moderate bladder-control problems, the company said.

The campaign, created by Ogilvy & Mather in Chicago and New York, includes television commercials on major networks, a series of print ads, shelf signs at major retailers, online media and coupons, said Nathan Hanson, director of North Atlantic brand and customer development for Kimberly-Clark.

The theme of the campaign is “Poise. Yes I can.” It focuses on the activities that women can do without worrying about incontinence, the company said. Providing a panty that is feminine, disposable and does not require the use of pads addresses a subject that is highly emotional for women who may also be experiencing menopause, Hanson said.

The TV spot shows a couple dancing to music that Hanson describes as sexy and sophisticated. The focus is on the woman who is in the targeted 40-55-year age range. A voiceover says: “This body can follow the beat.”

Made of a proprietary cotton-like material, the Poise Panty will be sold in a 17-count package in small and medium sizes and a 15-count package for large sizes at $11.99 apiece, the company said.

“Light to moderate bladder weakness is a daily challenge for approximately one in four women in North America over the age of 40,” said Tim Lehman, president of Kimberly-Clark’s adult and feminine care sector. “Many women are using pads and are not satisfied with the performance, yet they are not emotionally comfortable with the idea of using unisex disposable underwear.”