CHICAGO, Dec. 18,
2024 /PRNewswire/ -- Life is full of unfiltered
moments and sometimes, they come with a little "giggle dribble." In
fact, at least 50% of women experience bladder leaks, yet too few
realize that perimenopause, menopause, and even childbirth can
affect pelvic health, weakening the pelvic floor and causing these
leaks. Misinformation and feeling unprepared only add to the shame
and isolation that many experience. That's why Poise®
and Katherine Heigl are breaking the
silence and telling it how it is on such an important and relevant
topic facing women today.
Poise®, the number one brand for light bladder leak
protection, wants women to know they're not alone. Today, the brand
launches a humorous and honest new campaign starring actress
Katherine Heigl that aims to
destigmatize bladder leaks and empower women to embrace this stage
of life with confidence.
The new campaign features Katherine
Heigl at brunch with a friend and her 10-year-old son, where
a burst of laughter leads to a relatable "giggle dribble" moment.
Heigl lightens the mood with humor and a quick education on how
hormonal changes in childbirth and perimenopause can weaken the
pelvic floor, embarrassing her friend's kid in the process. With a
playful nod to her being educated on the topic because she "used to
be a doctor," she pulls out a Poise® liner to offer her
friend the confidence to handle life's unfiltered moments.
In a complementary ad, Heigl embraces her outspoken personality,
transitioning from a whisper to candidly addressing bladder leaks
in a crowded room. By highlighting relatable moments like the
"sneeze leak," she emphasizes the importance of breaking the
silence around a topic affecting women, while celebrating the
confidence Poise® offer for navigating these everyday
realities.
"I'm not someone who shies away from speaking out, and I'm not
about to start now! 50% of women experience what I like to call the
giggle dribble, or the sneeze leak, or the coughing fit panty
blitz! I only recently learned that most of the women familiar with
postpartum or perimenopause bladder leaks don't talk about it, even
to their friends or family or doctors," said Katherine Heigl. "Well, I thought this was an
excellent opportunity to get outspoken once again. I don't want a
single woman out there to feel alone in her experience or to feel
shame or embarrassment. I refuse to let a little giggle dribble
stop me from enjoying everything it means to be a woman and a
mother. That's why I am thrilled to partner with Poise®
and make sure all you ladies out there who have to cross your legs
when you sneeze know that a product has been created to support
us!"
"I am grateful that Katherine had the courage to speak up to
help the millions of women who experience the 'coughing fit panty
blitz' or the giggle dribble as she cleverly calls it," said
Katie Moran, President of Adult and
Feminine Care at Kimberly-Clark.
"It's time that women don't feel any shame about something that is
a normal part of being a woman - and with the right information
women can feel empowered instead of ashamed."
For more than 30 years, Poise® has been a leader in
bladder leak protection, offering a comprehensive range of products
including liners and pads. Poise® delivers reliable
protection with outstanding comfort and discretion. From giggle
dribbles to sneeze leaks, Poise® has women covered.
The campaign, which officially launches today, will roll out
over the following weeks across a variety of channels, including
TV, social, digital media and retailer platforms.
You can view the two spots here: Poise x Katherine Heigl "Kid"
Video and Poise x Katherine Heigl "Whisper" Video.
Visit Poise.com to learn more about the brand's full range of
bladder leak protection and join the conversation about breaking
down stigmas and embracing life's unfiltered moments.
About Kimberly-Clark
Kimberly-Clark (NYSE: KMB) and its
trusted brands are an indispensable part of life for people in more
than 175 countries. Fueled by ingenuity, creativity, and an
understanding of people's most essential needs, we create products
that help individuals experience more of what's important to them.
Our portfolio of brands, including Huggies, Kleenex, Scott, Kotex,
Cottonelle, Poise, Depend, Andrex, Pull-Ups, GoodNites, Intimus,
Plenitud, Sweety, Softex, Viva and WypAll, hold No. 1 or No. 2
share positions in approximately 70 countries. We use sustainable
practices that support a healthy planet, build strong communities,
and ensure our business thrives for decades to come. We are proud
to be recognized as one of the World's Most Ethical
Companies® by Ethisphere for the sixth year in a row and
one of Fortune's Most Innovative Companies in America in 2024. To
keep up with the latest news and to learn more about the company's
150-year history of innovation, visit kimberly-clark.com.
Media Contact:
Alison Brod Marketing +
Communications
kcc@abmc-us.com
Kimberly-Clark Media Relations
Media.relations@kcc.com
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SOURCE Kimberly-Clark