Depend, the largest selling brand of incontinence products in the US, has a new ad campaign that underscores my point.
The catch word is “Underwareness”. It aims to break down the stigma of incontinence and incontinence products among those under 35. The theme is “Drop Your Pants”, and exhorts us to drop our pants to show that Depend undergarments are comfortable and attractive as underwear, and that “wearing a different kind of underwear is no big deal”. (Does that sound familiar?)
I wouldn’t drop my pants and parade in my undies, so I don’t think I’ll drop my pants and parade in a Depend. But it’s a clever idea and it should help to reduce the stigma of incontinence products, particularly among younger adults.
The products advertised are for daytime incontinence. I am continent when awake, and these products are not adequate for my bedwetting. Still, the ad campaign seems to be right on target, and especially effective in showing that an incontinence product can be attractive, and that an ordinary (and very attractive) young man or women can wear it with some panache and without shame.
These products – and even adequate overnight briefs and pads – aren’t in any sense diapers: They don’t look like a diaper or feel like a diaper when dry. They certainly don’t look like a diaper, feel like a diaper or smell like a diaper when wet.
The campaign does a lovely job of showing that.