Kimberly-Clark is out with a new campaign for its Poise brand of products for women with leaky bladders.
According to the brand, about half of all women experience bladder leaks and the campaign takes a humorous approach aimed at destigmatizing leaks.
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Actress Katherine Heigl (Grey's Anatomy, Suits) stars in the new work, from ad agency Piro. One ad focuses on a “giggle dribble” moment. Heigl lightens the mood with humor and a quick education on how hormonal changes in childbirth and perimenopause can weaken the pelvic floor.
In a separate ad the actress starts off speaking in a whisper but gets louder as she candidly addresses bladder leaks in a crowded room.
The campaign will roll out over the following weeks across a variety of channels, including TV, social, digital media and retailer platforms.