The Poise 'Giggle Dribble' campaign is launching for the new year with the help of actress Katherine Heigl to help break down the stigma associated with bladder leaks. The campaign aims to empower women who experience bladder leakage and identify just how common it is for women in a variety of life stages to experience it. The campaign will include TV, digital media and social adverts rolling out now and in the weeks ahead to maximize exposure.
President of Adult and Feminine Care at Kimberly-Clark Katie Moran spoke on the Poise 'Giggle Dribble' campaign saying, "I am grateful that Katherine had the courage to speak up to help the millions of women who experience the ‘coughing fit panty blitz’ or the giggle dribble as she cleverly calls it. It’s time that women don’t feel any shame about something that is a normal part of being a woman—and with the right information women can feel empowered instead of ashamed."
What's Driving This Trend
- Stigma-free Marketing
- The movement towards reducing embarrassment through relatable advertising presents a disruptive opportunity to create genuine brand connections.
- Body-positive Messaging
- Focusing on body positivity and normalizing common health experiences can disrupt traditional narratives in women's health campaigns.
- Celebrity Endorsements in Health
- Leveraging celebrities with authentic personal connections to health causes can capture consumer attention in innovative ways.
Who This Affects Most
- Women's Health Products
- The emphasis on destigmatizing health issues opens up possibilities for expanding product lines focused on addressing women's unique health needs.
- Digital Advertising
- Integrating empowering health messages into digital platforms can transform the way brands engage with a broad audience.
- Television Advertising
- Revitalizing TV ad content with socially conscious messaging can help bridge gaps between traditional and modern consumer bases.
