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.
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