Kimberly-Clark wants to turn diapers on its head. To business, go. And for this it has launched a range of hygienic products for incontinence in the youngest. The arrival on the market of its Depend Shilouette range could not have been louder: instead of people in their 60s or 70s telling their personal experiences on camera, long-legged models, who are barely 40 years old, come out unapologetically displaying their diapers in advertisements on major television networks, and in numerous fashion magazines.
“We want to make the product more normal, and even fun, with people in our ads saying, okay, I have urinary incontinence, but that’s okay too!” says Jay Gottleib, head of adult and feminine hygiene segments at Kimberly-Clark.
It is estimated that in the United States one third of adults have some type of bladder control problem, and 80% of them are women. Among the most common causes are pregnancy and giving birth, as well as some increasingly frequent diseases, such as diabetes and obesity.
The multinational did not want to miss any opportunity to promote its new range and for this it has held a promotional concert in New York by the band Capital Cities, has launched a campaign on social networks and has even created a kind of viral video in which, to an alleged rap rhythm, its employees sympathetically make known the virtues of the new product.
These disposable nappies not only arrive surrounded by advertising aimed at a younger audience than the traditional one: they are also lighter, somewhat reminiscent of underwear -they are actually sold on display stands in transparent packages-, and they are sold in a color range.
But beyond the promotional smiles, for Kimberly-Clark this business is no joke: it is estimated that in the United States the adult diaper business will grow by 2020 at a rate of 8% per year, reaching sales of exercise of 2,700 million dollars.
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