Thursday, May 24

Oh No She Didn't ...

... Oh Yes She Did!  Lisa Rinna struts (literally struts) Depend Silhouette in a new television campaign, smashing the imagery that "these" products are just for old people!  And by the way, this is not your old school Depend product anymore.

Now I've worked in this category myself, many years ago.  But I'm betting that the emotional drivers have not changed.  Embarrassment, feelings of inadequacy, loss of femininity ... the gamut of emotions that come from what feels like old age setting in and a loss of control.  While there are much worse conditions to contend with, it doesn't make incontinence any less hard to deal with.  Physically and emotionally.

So what better way than to put it right out there ... in a red dress on the red carpet.  Brilliant and a jaw dropper for sure.  It almost made me stand up and cheer, which is what I hope women who face this issue are doing as a result.  Now the brand also put in some functional benefits, but clearly it's the emotional side that communicates so clearly.  The sign of a good brand experience.

Net net:  incontinence does not stop you from looking and feeling fabulous.

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series
Professor, NYU

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