It wouldn't be the first demographic that comes to mind for adult diapers, but Advertising Age notes that Depend's new campaign is going after younger women. The new ad features pantless women walking around in underwear called Silhouette Active Fit. "It's a recognition that many women with bladder leakage worry that people can tell," Depend exec Liz Metz tells the website. It's part of a larger Underwareness campaign designed to remove the stigma of adult diapers in general.
"While Depend is targeting younger men and women, the parade of young bodies also probably doesn't hurt in marketing to some of those boomers over 50 who may feel a stigma in the physical decline of age," observes a post at Mashable. And big money is at stake. Because of the aging US population, adult incontinence is "one of the fastest growing categories in packaged goods," notes AdAge. Depend needs to keep up with competitors such as Procter & Gamble, which came out with its Always Discreet line last year. (Read more adult diapers stories.)