Australia – Designed to promote healthy conversations about men’s health, Kimberly-Clark has recently announced its partnership with Elmwood, a global design consultancy based in Australia.
This collaboration introduces an initiative addressing the sensitive themes surrounding bladder weakening among adult men. In particular, the launch of DEPEND’s latest underwear product lets men go about their everyday lives without worrying about bladder leaks.
For this product, the campaign features a blend of humour and colloquial expressions, relating to an iconic movie for the intended audience, which was derived from a thorough and deep understanding of Australian and New Zealand cultural nuances.
Talking about the campaign, Jason Braddy, creative director at Elmwood Singapore, said, “The DEPEND brief offered a unique challenge. How do we place the brand into a consideration set for an audience who doesn’t want to talk about the issue and doesn’t really know where to start?
“Our response was to develop an idea that would be both relatable through humour while building memory structures by celebrating the brand’s distinctive assets,” he concluded.
Devki Khosla, senior account director at Elmwood Singapore, added, ”The consumer is at the centre of our approach. Once we mapped out the motivators and barriers of our target, we combined these messages with best practices across platforms to drive performance and results.”
Leah King, DEPEND Brand Manager at Kimberly-Clark, said, “Together, we have created a brand campaign that will encourage open conversations and help combat the stigma and silence, which are still often associated with discussions around men’s health today.”
For over 35 years, DEPEND has been the trusted partner to millions of men and women worldwide in caring for their bladder leakage, enabling them to confidently reconnect with the life they aspire to live and make the most of it.
