KATHERINE HEIGL ADMITS TO A LITTLE "GIGGLE DRIBBLE" IN NEW POISE® CAMPAIGN THAT AIMS TO HELP NORMALIZE WOMEN'S BLADDER LEAKS
Poise®, Kimberly-Clark's leading brand for light bladder leak protection, launches a new marketing campaign featuring actress Katherine Heigl to destigmatize bladder leaks, which affect at least 50% of women. The campaign highlights how perimenopause, menopause, and childbirth can impact pelvic health and cause bladder leaks.
The campaign includes two advertisements: one featuring Heigl at brunch discussing 'giggle dribble' moments, and another showing her addressing bladder leaks openly in public. The initiative aims to educate women about these common issues and promote Poise's range of protection products, including liners and pads. The campaign will be distributed across TV, social, digital media, and retailer platforms.
Poise®, il marchio leader di Kimberly-Clark per la protezione da perdite urinarie leggere, lancia una nuova campagna pubblicitaria con l'attrice Katherine Heigl per destigmatizzare le perdite della vescica, che colpiscono almeno il 50% delle donne. La campagna mette in evidenza come la perimenopausa, la menopausa e il parto possano influenzare la salute pelvica e causare perdite urinarie.
La campagna include due spot pubblicitari: uno con Heigl durante un brunch che discute i momenti di 'gocce di risate', e un altro che la mostra mentre affronta apertamente le perdite urinarie in pubblico. L'iniziativa mira a informare le donne su questi problemi comuni e a promuovere la gamma di prodotti protettivi di Poise, tra cui salvaslip e assorbenti. La campagna sarà distribuita su TV, social media, media digitali e piattaforme dei rivenditori.
Poise®, la marca líder de Kimberly-Clark para la protección contra pérdidas de orina leves, lanza una nueva campaña de marketing con la actriz Katherine Heigl para desestigmatizar las pérdidas de la vejiga, que afectan al menos al 50% de las mujeres. La campaña destaca cómo la perimenopausia, la menopausia y el parto pueden impactar la salud pélvica y causar pérdidas de orina.
La campaña incluye dos anuncios: uno con Heigl en un brunch hablando sobre momentos de 'goteo por risa', y otro en el que aborda abiertamente las pérdidas de orina en público. La iniciativa tiene como objetivo educar a las mujeres sobre estos problemas comunes y promover la gama de productos de protección de Poise, incluidos los protectores y almohadillas. La campaña se distribuirá en televisión, redes sociales, medios digitales y plataformas minoristas.
Poise®, 킴벌리-클락의 경미한 방광 누수 보호를 위한 대표 브랜드, 유방암 완치자인 케서린 하이글을 내세워 방광 누수에 대한 오명을 없애는 새로운 마케팅 캠페인을 시작합니다. 방광 누수는 50% 이상의 여성에게 영향을 미칠 수 있습니다. 캠페인은 폐경전기, 폐경기 및 출산이 골반 건강에 미치는 영향과 방광 누수를 유발할 수 있는 방법을 강조합니다.
캠페인에는 두 개의 광고가 포함됩니다: 하나는 하이글이 브런치에서 '웃음의 방울' 순간에 대해 이야기하는 모습과, 다른 하나는 그녀가 공개적으로 방광 누수에 대해 솔직하게 이야기하는 모습입니다. 이 이니셔티브는 여성들에게 이러한 일반적인 문제에 대해 교육하고 Poise의 보호 제품, 즉 라이너와 패드를 홍보하는 데 목적이 있습니다. 캠페인은 TV, 소셜, 디지털 미디어 및 소매 플랫폼을 통해 배포됩니다.
Poise®, la marque phare de Kimberly-Clark pour la protection contre les fuites urinaires légères, lance une nouvelle campagne de marketing avec l'actrice Katherine Heigl afin de déstigmatiser les fuites de la vessie, qui touchent au moins 50 % des femmes. La campagne met en lumière comment la périménopause, la ménopause et l'accouchement peuvent affecter la santé pelvienne et provoquer des fuites urinaires.
La campagne comprend deux publicités : l'une mettant en scène Heigl lors d'un brunch discutant des moments de 'gouttes de rire', et l'autre la montrant abordant ouvertement les fuites de la vessie en public. L'initiative vise à éduquer les femmes sur ces problèmes courants et à promouvoir la gamme de produits de protection de Poise, y compris les protections et les serviettes. La campagne sera diffusée à la télévision, sur les réseaux sociaux, dans les médias numériques et sur les plateformes de vente au détail.
Poise®, die führende Marke von Kimberly-Clark für leichten Blasenauslauf-Schutz, startet eine neue Marketingkampagne mit der Schauspielerin Katherine Heigl, um das Stigma rund um Blasenausläufe, die mindestens 50% der Frauen betreffen, abzubauen. Die Kampagne hebt hervor, wie Perimenopause, Menopause und Geburt die Beckenboden-Gesundheit beeinflussen und Blasenausläufe verursachen können.
Die Kampagne umfasst zwei Werbespots: einen, der Heigl beim Brunch zeigt, wie sie über 'Lach-Tropfen'-Momente spricht, und einen anderen, in dem sie die Blasenausläufe offen in der Öffentlichkeit anspricht. Ziel der Initiative ist es, Frauen über diese häufigen Probleme aufzuklären und das Sortiment an Schutzprodukten von Poise, einschließlich Einlagen und Binden, zu bewerben. Die Kampagne wird in Fernsehen, sozialen Medien, digitalen Medien und Einzelhandelsplattformen verbreitet.
- Market leadership position as #1 brand in light bladder leak protection
- Large addressable market with 50% of women experiencing bladder leaks
- Celebrity endorsement strategy to increase brand awareness
- None.
Insights
This marketing campaign represents a strategic move by Kimberly-Clark's Poise® brand to capitalize on an underserved market segment. With 50% of women experiencing bladder leaks, the addressable market is substantial yet historically underserved due to social stigma. The campaign's timing aligns with growing consumer demand for open dialogue about women's health issues, potentially expanding Poise®'s market penetration.
The choice of Katherine Heigl as brand ambassador is particularly strategic - her previous role as a TV doctor adds credibility, while her reputation for candor aligns with the campaign's message. The multi-channel approach across TV, social and digital platforms suggests a comprehensive market penetration strategy targeting different demographic segments.
For Kimberly-Clark (KMB), this campaign could drive meaningful revenue growth in their personal care segment, which has been facing increased competition. The focus on destigmatization could expand the total addressable market by encouraging more women to seek solutions actively.
The campaign addresses a significant healthcare market opportunity in women's health. The focus on perimenopause and postpartum care represents an intelligent pivot toward comprehensive women's wellness, moving beyond traditional incontinence marketing. This positions Poise® at the intersection of feminine care and healthcare, a rapidly growing market segment.
The educational component about pelvic floor health and hormonal changes demonstrates a shift toward more informed consumer healthcare marketing. This approach could strengthen Kimberly-Clark's position against both traditional competitors and emerging DTC brands in the feminine care space.
The market timing is optimal, coinciding with increased consumer focus on women's health products and growing demand for transparent health discussions. This could lead to expanded market share and potentially higher margins through premium positioning in the personal care segment.
Poise®, the number one brand for light bladder leak protection, wants women to know they're not alone. Today, the brand launches a humorous and honest new campaign starring actress Katherine Heigl that aims to destigmatize bladder leaks and empower women to embrace this stage of life with confidence.
The new campaign features Katherine Heigl at brunch with a friend and her 10-year-old son, where a burst of laughter leads to a relatable "giggle dribble" moment. Heigl lightens the mood with humor and a quick education on how hormonal changes in childbirth and perimenopause can weaken the pelvic floor, embarrassing her friend's kid in the process. With a playful nod to her being educated on the topic because she "used to be a doctor," she pulls out a Poise® liner to offer her friend the confidence to handle life's unfiltered moments.
In a complementary ad, Heigl embraces her outspoken personality, transitioning from a whisper to candidly addressing bladder leaks in a crowded room. By highlighting relatable moments like the "sneeze leak," she emphasizes the importance of breaking the silence around a topic affecting women, while celebrating the confidence Poise® offer for navigating these everyday realities.
"I'm not someone who shies away from speaking out, and I'm not about to start now!
"I am grateful that Katherine had the courage to speak up to help the millions of women who experience the 'coughing fit panty blitz' or the giggle dribble as she cleverly calls it," said Katie Moran, President of Adult and Feminine Care at Kimberly-
For more than 30 years, Poise® has been a leader in bladder leak protection, offering a comprehensive range of products including liners and pads. Poise® delivers reliable protection with outstanding comfort and discretion. From giggle dribbles to sneeze leaks, Poise® has women covered.
The campaign, which officially launches today, will roll out over the following weeks across a variety of channels, including TV, social, digital media and retailer platforms.
You can view the two spots here: Poise x Katherine Heigl "Kid" Video and Poise x Katherine Heigl "Whisper" Video.
Visit Poise.com to learn more about the brand's full range of bladder leak protection and join the conversation about breaking down stigmas and embracing life's unfiltered moments.
About Kimberly-
Kimberly-
Media Contact:
Alison Brod Marketing + Communications
kcc@abmc-us.com
Kimberly-Clark Media Relations
Media.relations@kcc.com
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SOURCE Kimberly-
FAQ
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