Depend Protective Underwear


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


  • 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.”


  • 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.
Success Story - Depend Protective Underwear

Join our mailing list

We respect your privacy. Your data will be stored for the sole purpose of adding you to our mailing list. See our Privacy Policy for more information.