Kimberly-Clark - Depend Protective Underwear
Problem:
How to position a new product form to expand the category.
Solution:
Used knowledge of the underwear category to craft a normalcy positioning for the new form.
Changed consumer perception of incontinence products by referring to the undergarments as "underwear", not "diapers".
CenterBrain Positioning Breakthrough:
The closest thing to regular underwear you can buy.
Results:
· Positioning achieves highest persuasion in adult care category history.
· Product is launched in 1998, reaching annual sales of $250 million in 2007.
· Cited as the fastest growing dollar volume new product in drugstore outlets.