Packaging

Brand: Depend
Insight: Consumers with incontinence want to feel normal and are willing to pay a higher price for it.
Solution: Introduce a new, premium line of Depend products that resembles regular underwear. New packaging and displays reinforce the feeling of normalcy. Packaging leverages a transparent window and smaller Depend logo. Displays have a warmer, apparel feel.
Description: Floorstands for the new Depend line display the product on hangtags rather than sitting on the shelf, adding to their underwear-like appeal.