Friends Adult Dry Pants: The Undie Army

Sneha Raina, Varchas Sinha

Friends Adult Dry Pants, a healthcare brand, increased sales and supported men living with incontinence in India by advertising its product directly to pharmacists with its campaign The Undie Army.

Campaign details

Brand: Friends Adult Dry Pants Brand owner: Nobel Hygiene Entrant company: The WombIdea creation: The Womb Mumbai Market: India Sector: Non-prescription, OTC products Media channel: Public RelationsBudget: No budget

Executive summary

Pharmacists, India’s de-facto doctors, doubted the wearability of adult diapers for active people.

Our hack: create an outlandish visual act that demonstrates extreme wearability to the cynical pharmacists! We created the campaign, ‘The Undie Army'.

The army did not just capture pharmacists’ undivided attention but also drove conviction. While such acts...

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