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.
