Depend: The Great American Try On (Beauty Products & Services - Renaissance)

Category: Renaissance
Brand/Client: Depend / Kimberly-Clark
Lead Agencies: Ogilvy & Mather, OgilvyAction
Contributing Agencies: Organic, Inc., Marina Maher Communications Inc, Mindshare

State of the brand's business

Today, one out of every nine Americans is over 65, and, for the next 19 years, nearly 30,000 boomers will become seniors every single day (US Census Bureau). That's a lot of people.

An older population means more incontinence. Today, 25 million Americans live with a bladder control problem, and this number is growing. Euromonitor estimates annual sales of the adult care category were $1.32 billion in 2011, up from $557 million in 1997, an increase of 137 percent, creating a huge opportunity for the Depend brand to grow.

However, Depend® Brand had a challenge. Being 65 today is very different than it was in 1984 when Depend launched. In 1984, people saw "incontinence" as part of their final exit. They saw Depend as a brand for the ill people in nursing homes, not for them. Today, boomers view this stage of their life as the "third act" and aren't going to let anything ruin it, even incontinence.