K-C Says 'Seize Your Poise Moment'

Neenah, Wis. — Kimberly-Clark is walking a tightrope between sensitivity, awareness, sales and brand building with its ongoing “Seize Your Poise Moment” omnichannel campaign. Poise products are made for the one in three women who experience light bladder leakage (LBL), and before K-C could educate and boost sales and equity, it needed to make women comfortable admitting a problem and shopping the adult care aisles for a solution.The campaign, which began Jan. 20 and runs for several months, is anchored by spokeswoman Brooke Burke-Charvet, a TV personality, actress, fitness expert and mom. Included in the campaign are ads in fitness, health and lifestyle media including Self, Prevention and People magazines; broadcast networks ABC and CBS; cable networks TLC and Lifetime; and digital platforms Everyday Health and Facebook. A yearlong partnership with Life Time Fitness includes in-club signage plus sponsorship of and sampling at the company’s national “Esprit de She” races.Poise.com features “Moment” fitness-, lifestyle- and product-themed video vignettes, as well as opportunities to order product samples. On the retail front, there are FSIs, PFPs, online price promotion and targeted retailer-specific direct mail, among other digital activation.Breanna Kuhn, Poise brand manager, says that while many women experience LBL, many rely on period pads to manage their leaks because they don’t know of products designed specifically for LBL. “We developed the ‘Seize Your Poise Moment’ commercial program as a lighthearted way to help normalize and spark discussion about these very common leaks while drawing attention to the best solutions for managing LBL, like Poise Thin-Shape pads,” says Kuhn.Even if women do know about bladder leakage product solutions, the adult care section is intimidating, leaving them feeling uncomfortable, particularly when it’s their first time shopping the category. They are more familiar with the feminine care, though, having shopped for tampons, pads and liners. The out-of-store elements drive consumers to the store, but K-C considered shoppers’ possible hesitation to enter the adult care aisle by creating displays in secondary areas, like feminine care and baby care. Special $1 three-count trial packs of different-level absorbency liners and Thin-Shape pads are available for purchase starting this month. The packs will be merchandised on refillable Clip Strip displays.“Across the board, strategies are pinpointed on driving category growth via penetration with new category entrants,” Kuhn says. “As such, normalization of the condition, education around the Poise product portfolio and trial-based incentives work in sync to make first-time purchase within the category more palatable. Once she has had a chance to try all three product forms, savings within the trial pack encourage her to convert to full-size packages of the liner or pad that best suits her unique LBL needs.”Kuhn says that for women who are not averse to shopping the adult care aisle, navigational signage will guide them to the right starting point with communication, and in some cases, instant offers.The campaign has many goals besides attracting new users to the LBL solution category, says Kuhn, including increases in product sales and market share, positive consumer reactions, and a decrease in the stigma around LBL. Kuhn says the full campaign, including pre-store and in-store tactics, were tested with consumers prior to launch. The results “suggest the program will drive both short-term sales and long-term brand equity.”K-C’s partners that assisted in planning, designing and executing the campaign were: Geometry Global, New York, for shopper marketing and sampling; Organic, San Francisco, for digital and creative; Mindshare, New York, for media buying and partnerships; and Marina Maher Communications, New York, for public relations.

K-C Says 'Seize Your Poise Moment'

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