Great ad campaign

I posted recently on  the good new days and on changing attitudes toward bedwetting – the recognition that, with modern products, bedwetting is not a big deal.

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.

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3 thoughts on “Great ad campaign

  1. I continue to have followed your blog as you present a unbiased view of bedwetting, protection and the trend towards pointing it up as no big deal. Having communicated with you before we both remember the days when the only protection available to us was the cloth diaper and plastic pant and now with our own families the evolution of what’s available is awesome.

    Like you I’ve found various products to be unworkable and found out that proper planning and being careful are the greatest attributes to the situation.

    Keep up the good work.

  2. i enjoy reading your blog and your thoughts and the comments left have helped me be more comfortable wearing diapers.

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