Poise enlists Katherine Heigl for ‘Giggle Dribble’ campaign
Poise is highlighting how important the topic of bladder leaks is among women with a brand new initiative.
With help from actress Katherine Heigl, the brand is looking to break the stigma around bladder leaks and highlight how perimenopause, menopause and even childbirth can affect pelvic health.
"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."
[Related: Latest News in the Feminine Care Space]
To spread awareness, Heigl is starring in Poise’s new “Giggle Dribble” campaign, which aims to empower women to embrace each new stage of their lives with confidence.
“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 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!”
The campaign will roll out over the following weeks across a variety of platforms, including TV, social and digital media.
