Poise: Helping Women Bounce Back

Poise, a brand of incontinence pads, upheld its brand goal of helping liberate women from the obstacles in their way by financially supporting women owners of small businesses in the USA.

Campaign details

Brand: PoiseAdvertiser: Kimberly-ClarkAgency: Ketchum

In the course of everyday life, women put up with a lot of things men don't. That includes bladder leaks. As the only legacy brand solely dedicated to solutions for leaky bladders, the Poise® brand was built on understanding the stigmas and stereotypes that have historically held women back.

Then came 2020. Everyday life became even more challenging, and women were expected to put up with additional layers of adversity. Government mandates caused many non-essential businesses to lose revenue at devastating rates, and women-owned businesses were disproportionately impacted. Nearly...

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