Depend Protective Underwear

Problem:

How to position a new product form to expand the category.

Solution:

• Used knowledge of the underwear category to craft a normalcy positioning for the new form.
• Changed consumer perception of incontinence products by referring to the undergarments as “underwear.”

Results:

• Positioning achieves highest persuasion in adult care category history.
• Product is launched in 1998, with annual sales of $75 million and $300 million in 2014.
• Cited as the fastest growing dollar volume new product in drugstore outlets.