Poise - Kimberly Clark
Live Comfortably
One in four women experiences discomfort caused by urine leakage, yet no one talks about it.
To launch Poise, a brand of pads specially designed for this condition, we created a powerful campaign that not only brought the topic into the spotlight but also helped thousands of women feel comfortable again.
To launch Poise, a brand of pads specially designed for this condition, we created a powerful campaign that not only brought the topic into the spotlight but also helped thousands of women feel comfortable again.
<KVs>
Like any product launch, we explained Poise's key difference compared to its biggest competitor: menstrual pads, in all their varieties.
And we also reached the audience through interest-based segmentation and trigger moments for urine leakage.
At the end of the campaign, we compiled the results into a video, highlighting the successful initiatives across communication channels, events, and brand efforts, demonstrating the campaign's impact.
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Gut São Paulo
CCO: Bruno Brux
DCs: Paula Perego e Melina Fontoura
CW: Gheisa Lessa
DA: Fill Almeida