Kimberly-Clark’s Poise brand has launched a new commercial program which aims to show women that by wearing Poise products they can reclaim the enjoyable moments they’ve compromised because they have light bladder leakage (LBL).
Launching with a TVC created by Ogilvy Sydney, the new commercial program, Reclaim your life, is based on the consumer insight that LBL often inhibits many Australian women from participating in everyday activities and living an active lifestyle.
“After talking to women with LBL, we found that many women stop doing simple things, like exercising, drinking, and laughing, all because of light bladder leakage,” Burcak Sezer, marketing manager for adult and aged care, Kimberly-Clark, said.
“With this new commercial program, we’re asking women to rethink LBL and make a positive swap to Poise to reclaim all the things that they’ve left behind. We have a range of products, including the new Poise Active range, that are specifically designed for LBL and are more absorbent than feminine care products,” said Sezer.
In conjunction with the television commercial the Poise brand will launch digital support centred around a category exclusive partnership with Debrief Daily, a new online media platform for women over 40. Poise says the partnership will be leveraged with editorial content to keep normalising LBL for women.