Kimberly-Clark Poised to Break 'LBL' Stigma

Neenah, Wis. — Kimberly-Clark's Poise has tapped actress Kirstie Alley to personify its new purple-clad Poise Fairy. The aim? To educate women that Poise pads specifically designed for light bladder leakage (LBL) offer better protection than feminine care pads, or "period pads."In 15- and 30-second TV spots produced by New York-based Ogilvy & Mather, the Poise Fairy awaits women with LBL in the bathroom to assure them that the condition is common and manageable and to issue an edict: "Period pads are for your period. Period."The campaign builds on earlier work with Whoopi Goldberg aimed at destigmatizing and "normalizing" the condition, which affects one in three women, says Rebecca Dunphy, Poise brand director.Based on medical literature and the company's own consumer research, including diary studies and focus groups, Kimberly-Clark determined that many women reach for feminine care pads rather than Poise pads because they are embarrassed to buy products labeled for incontinence. The new campaign targets these women, between the ages of 40 and 60.While earlier ads starring Goldberg drove home how common LBL is, "The Poise Fairy focuses on product information, highlighting for women why Poise is different," Dunphy says.Alley was selected as Goldberg's successor because both women "can address this topic with humor but in the right way," Dunphy says. "We're not making fun of it but taking a lighthearted approach."Humor has helped Kimberly-Clark gain more than two share points in the adult-incontinence category the past two years, according to SymphonyIRI data for the category. In that time, the phrase "light bladder leakage" – which Google Insights for Search data show barely registered before the previous campaign – has taken hold as a "relatable way" for women to talk about the condition.In April, Kimberly-Clark began rolling out in-store displays of trial packs with coupons to drive a second purchase. Rounding out the campaign are online advertising, a PoiseBrand YouTube channel, in-store programs in partnership with New York-based News America Marketing and St. Petersburg, Fla.-based Catalina Marketing Corp., direct mail and sampling – with some components running through the end of the year. OgilvyAction handled in-store marketing components.Poise.com featured message boards for women to gain more information and ask questions. LBL expert Marilyn Suttle runs a blog on Poise.com covering the topic. Free sample kits available through Poise.com contain liners, a coupon and an informational brochure.Walmart.com featured Poise with an In Stores Now microsite showcasing the Poise Fairy and the products, as well as an offer for a free sample through Startsampling.com. A link within the web page sends consumers to a "handy buying guide" that explains new Poise packaging with color-coding for different Poise products.Dunphy says Kimberly-Clark customized programs by channel (mass, drug and dollar) and retailer. The customized shopper programs were developed by Kimberly-Clark's field shopper marketing teams and focused on converting women to Poise as well as growing the category.Tactics such as direct mail, at-shelf signage and digital were customized based on the retailer, but all delivered the same "Ditch the Feminine Pad" theme. Specific retailers included Walmart, CVS/pharmacy, Walgreens, Rite-Aid, Family Dollar, Dollar General and Loblaw's.In addition to sales, post-program metrics will include market share, household penetration and a marketing mix assessment.K-C doesn't disclose budget figures, but Dunphy says the Poise Fairy campaign represents a substantial, continuing investment in the brand in order to "drive more women into the category to drive overall category growth."

Kimberly-Clark Poised to Break 'LBL' Stigma

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