Feature: Kimberly-Clark depends on humour to normalise male bladder leakage

NewsNov 22, 2023
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Elmwood has designed and produced a new TVC for Depend’s new washable underwear with a tinge of humour.

This article originally appeared in Marketing Interactive.

DEPEND, Kimberly-Clark’s pads brand, is looking to normalise male adult bladder leakage with a hilarious new campaign that aims to break the taboo of the topic.

For many, this is a delicate topic, with many often trivialising the issue. Indeed, it usually takes triple the amount of time for men to try a product solution to care for their bladder weakening as compared to women, according to a statement by the brand.

As such, the latest product in DEPEND’s portfolio aims to enable men to go about their everyday lives by alleviating their worries about bladder leaks.

In collaboration with Elmwood Singapore, the brand released a short 15-second video showcasing its new product. The video showcases the comfort and dependability of the product for men experiencing bladder leakage, along with a tinge of humor.

“Together, we have created a brand campaign that will encourage open conversations and help combat the stigma and silence, which are still often associated with discussions around men’s health today,” said Leah King, DEPEND brand manager at Kimberly-Clark.

The film was released on YouTube, BVOD and DEPEND’s social platforms.

It also aims to showcase a deep understanding of Australian and New Zealand cultural nuances by including an iconic movie that its target audience would be familiar with.

“How do we place the brand into a consideration set for an audience who doesn’t want to talk about the issue and doesn’t really know where to start,” asked Jason Braddy, creative director at Elmwood Singapore. “Our response was to develop an idea that would be both relatable through humour while building memory structures by celebrating the brand’s distinctive assets.”

DEPEND is one of the many brands that have utilised humour to bring messages across to their audiences. Julie’s Biscuits recently returned with its #Take25 campaign, which is aimed at encouraging people to prioritise their mental well-being through the simple act of taking 25-minute breaks in a day.

The campaign leverages a series of three entertaining videos featuring a day in the life of some unexpected stars – goats aka G.O.A.T.s, sharing their wisdom on mental health.

Using the power of humour, the videos playfully use the acronym G.O.A.T.s which stands for “The Greatest of All Time”, to convey that even the greatest individuals have days where they don’t feel so great or positive all the time.