No more whisper: Poise & Katherine Heigl are loud about bladder leaks at the Oscars

The new 30-second spot of the brand, “Whisper”, which will be broadcast during the television program on March 10, follows a comedic approach to challenge the stigma for bladder leaks that affect one of two women and often worsen with menopause.

In an advertisement that was developed by the creative agency Piro and staged by Timothy David, Heigl hugged the openness fully and has changed from a steamed whisper to confidently deal with bladder leaks in a crowded room. The spot shows relating moments like the dreaded “Niesenleck”, while it calls for an end to silence for a state that so many women experience but rarely discuss.

“We are always looking for ways to be in culture, really reaching our consumers, and the Oscars offer a strong phase for us to bring a problem with so many women outdoors,” says Katie Moran, President of Adult & Feminine Care at Kimberly-Clark.

The selection of the platform is no coincidence. The Oscars viewer of the past year was 60% female, with the strongest audience segment women aged 45 and over, the perfect population group for balance.

As Moran emphasizes, the outlet has long rely on humor and celebrity voices to have honest conversations about bladder culinary. “And for some women … laughter means bladder leaks – or” the giggle dribble “, as Katherine Heigl calls it cleverly.”

When Poise learned that Conan O'Brien would organize this year's show, the brand saw an opportunity to tackle the problem in a playful, yet meaningful way. “We knew that this would lead to giggling for many women – both in the audience and at home.”

Poise's last Oscar's appearance showed whoopi Goldberg in 2010, and while the broader conversation on menopause and bladder leaks passed on, Moran says that there is still work to do.

“We have seen significant successes, but despite the progress in the distinctive bladder leak, we still have the same conversation today as 15 years ago,” she says. “Perimenopause's topics and menopause have become more normal. With this campaign we hope to throw this conversation a better light. It is time that women do not feel a shame about something that is a normal part of a woman – and we believe that women can feel capable of the right information instead of being ashamed. We won't stop until that happens. “

Balance relies on Heigl's humor and relativity to promote this conversation. “We want Katherine's authenticity in this campaign light – and loud – lit,” says Moran.

Despite the fact that half of all women experience bladder leaks, the topic remains a whimper. Many women don't even talk to their doctors or best friends about what Heigl made an ideal partner for the campaign.

“She is a Hise fan, a true creditor and user of the product,” adds Moran. “Your humor and transparency about your personal experiences with perimenopause and bladder leaks were such a powerful tool in creating an authentic campaign.”

The campaign extends beyond the Oscars. Heigl appears in a print display in front of the Oscars in the Hollywood reporter and calls Hise Pads and Liner “Cloakroom Malfunctional Insurance” for those who experience giggling drippbles.

Poise also uses a second display “Kid” that leads to TV, social, digital media and retail platforms.

At the beginning of this month, Heigl also organized an Amazon Live event, in which close friends were gathered for a ignited discussion about perimenopause, bladder leaks and their favorite extractor products.

While Moran did not disclose the exact Oscars media investment of Poise, she made it clear that the brand takes considerable commitment: “Although we cannot disclose expenses, I can tell you that it is a significant investment for the brand. We are very happy to return to the Oscars and reach so many women. “

Are you looking for more creative campaigns? Take a look at our advertisement of the daily section and register for our ads of the week newsletter so that you do not miss a story.