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Poise
1 in 3 Like Me

RAN IN: United States

CLIENT
Kimberly-Clark Corporation

Joe Kuester - Brand Manager
Melissa Sexton - Integrated Marketing Manager

AGENCY
Mindshare *Lead Agency

David Lang - President, Mindshare Entertainment
Bohb Blair - Partner, Director of Invention
Heather Gheen - Manager
Greg Manago - Sr. Producer, Mindshare Entertainment
Dan Reaume - Leader
Jake Smith - Producer
Joanna Tapio - Director


Marina Maher Communications (MMC)


Organic, Inc.


SUMMARY

Poise's research showed that 1 in 3 women suffer from Light Bladder Leakage. Our challenge was to get women to discuss and sample a product they don't want to admit they need. Our strategy: use humor to normalize the condition. Whoopi Goldberg was featured in vignettes as women in history who may have had LBL. The vignettes became part of the pop culture zeitgeist and were spoofed on SNL. We drove 1.3MM households into the category (7% category growth - Nielsen) and had the largest sales growth (3%) in our history.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Radio, Interactive, Print, OOH, Direct, PR, Retail Experience, Cinema, Guerrilla, Events, Packaging, Product Design, Consumer Involvement, Trade Shows, Sponsorship

Audience: Women suffering from light incontinence

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English