K-C unveils first gender-specific adult absorbent underwear
16 Dec '08
3 min read
"Our consumer research has found that users and caregivers can be uncomfortable shopping for adult incontinence products," said Mark Cammarota, Depend Brand Director. "Quickly finding the right product remains a vital step in living with incontinence, and with a variety of options on store shelves, our new packaging designs will offer a simpler selection experience at stores."
Beginning in late November, a sticker began appearing on current Depend unisex underwear packages to help introduce Depend Underwear for Men and Depend Underwear for Women. To coincide with the March 2009 debut on store shelves, K-C will roll out the largest integrated marketing campaign in the history of the Depend brand - including TV, print and online advertising, direct mail, in-store trial and more.
K-C is the clear leader in the approximately $1.2 billion adult incontinence category in North America. The company's Depend and Poise brands hold a combined market share in excess of 50 percent.
-Ltd..jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Thermore (Far East) Ltd.")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Telangana State Industrial Infrastructure Corporation Limited (TSllC Ltd)")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Taiwan Textile Federation (TTF)")
