Kimberly-Clark revamps Depend brand

NEW YORK Kimberly-Clark's Depend brand has been revitalized with new products that look like real underwear.

Depend Underwear for Men and Depend Underwear for Women is slated to hit store shelves next month, which will be promoted with a new campaign, comprised of TV, print, digital and grassroots efforts.

“Our consumer’s desired experience is to stay in their own underwear. Therefore, we want to make our Depend products as much like underwear as possible,” said Andrew Meurer, vice president of Kimberly-Clark North American feminine and adult care brands. “The introduction of new Depend Underwear in Colors and Prints builds on our brand’s commitment to our users by providing the superior protectionthe Depend brand is known for in a product form that is much more like underwear.”

Each variety pack comes with six pairs of colored and printed underwear, ranging from solid and striped masculine patterns for men, to pastel solid and floral, feminine patterns for women. Additionally, the line debuts new packaging that is distinctly different from the traditional packaging found within the category. A transparent product window showcases the prints and colors, creating a discreet product that resembles a multi-pack of traditional underwear normally found in the intimates section.

“Our shopper insights show that men and women often experience significant anxiety and stress when shopping for these products, predominately due to the stigma that continues to exist with incontinence,” added Meurer. “Our innovative new packaging looks just like a package of underwear. It is a significant step towards delivering a more underwear-like product and a more dignified shopping experience.”

The six-piece package of the new SKU costs between $6.00 and $7.00.