Depend
From Wikipedia, the free encyclopedia
Depend is a brand of unisex adult underwear for those experiencing urinary or fecal incontinence by Kimberly-Clark. They were the first such product, introduced in 1984.[1]
In March 2009, Depend introduced the first gender-specific adult underwear in the United States and Canada – Depend Underwear for Men and Depend Underwear for Women – which replaced the existing unisex adult underwear on store shelves nationwide.
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[edit] Depend products
Depend brand adult incontinence products are manufactured by Kimberly-Clark and come in a variety of styles.
Kimberly-Clark introduced Depend Underwear for Men and Depend Underwear for Women in the United States and Canada in March 2009.[2]
Depend Underwear for Men are designed to fit the body shape of men, featuring brief-like leg openings and more absorbent material in the front. Underwear for Men is available in super plus absorbency in small/medium or large/extra large sizes. Depend Underwear for Women fits the unique body shapes of women with oval cut leg openings, an underwear-like waistband and absorbent material in the back and underneath. Underwear for Women comes in small/medium, large and extra large in two absorbencies – extra and super plus.[3]
The packaging for Depend Underwear for Men and Depend Underwear for Women was introduced in 2009. Package design includes a new absorbency scale, sizing information, improved contrast for better readability, and distinctive colors, shapes and print styles that define the male and female products.[4]
Guards for Men are strips of absorbent material with a sticky backing that can be fastened to the inside of a man’s underwear and protect against light urinary incontinence. Typically, they are marketed to men who have “drip” incontinence symptoms after prostate surgery. They are worn with tighter fitting underpants and are placed to the front of the underpants.
The Adjustable Underwear for moderate to heavy leakage are pre-fastened in the package by tabs and can be pulled on and off like regular underwear if needed. Fitted Maximum Protection Briefs concentrates absorbency in the center for nighttime protection and have a wetness indicator, making them suitable for those who suffer from moderate to heavy urinary incontinence or fecal incontinence. Belted Shields are for both men and women and come with a stay-in-place pad along with two straps that help it fit securely. Boost inserts are designed to complement the absorbency of other Depend products. They must be worn with another absorbent garment and turn liquid into gel for added protection.
[edit] Ad campaign
On March 30, 2009, Depend launched the largest integrated marketing campaign in brand history featuring TV, print, online, direct mail, in-store communication and public relations elements.[5] The brand website, Depend.com, was also redesigned and launched April 1, 2009. The campaign supported the nationwide retail availability of Depend Underwear for Men and Depend Underwear for Women by showing the unique differences between men and women.
The TV campaign, created by ad agency JWT, was directed by 2004 Academy Award winning director Errol Morris. [6] The first TV spot, “Driver,” features the differences between a man and woman’s answers to the question, “Who is a better driver?” The second spot, “Rules the World” asks a man and a woman, “Who really does rule the world?”[7] A third spot entitled "Ink Blot" began airing on May 1.
[edit] Notes
- ^ Depend Fact Sheet
- ^ Reuters: Kimberly Clark Revamps Depend line
- ^ Milwaukee Journal Sentinel: Gender-wise absorbent briefs differ in more ways than 1
- ^ Palm Beach Post: If you gotta go, Depend on this
- ^ Media Post: Kimberly-Clark launches largest campaign ever for its Depend brand
- ^ Boston Herald: Filmmaker's ad eyes sensitive topic
- ^ Chicago Sun-Times: New ads offer very soft sell
