Depend: Guard Your Manhood

This case study describes how US personal care company Kimberly-Clark marketed Depend Guard and Shield, its male incontinence products, using humour to build brand affinity and increase sales.

Depend: Guard Your Manhood

Ogilvy New York

Objective of the campaign

Male incontinence has been the source of a lot of jokes. Monty Python ("Marathon for Men with Incontinence"), The Onion ("Those Depends Ain't So Damn Dependable") and SNL ("Oops adult diapers") have all had a go at making fun of this condition. But for the 4 million men in America who suffer from it, it probably isn't that funny. For them, male incontinence can be an emasculating stigma that raises an unwelcome specter of vulnerability. Most suffer "light leakage" – potentially embarrassing spotting that 80% of sufferers choose to...

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