Supplier News Breaks
Depend brand unveils new celebrity partnerships
April 3rd, 2013
DALLAS – Kimberly-Clark's Depend incontinence brand has announced new and expanded celebrity partnerships.
The company said Wednesday that dance champion Cheryl Burke is promoting the underwear-like Silhouette for Women briefs to benefit Dress for Success, while pro football stars DeMarcus Ware and Wes Welker are asking people nationwide to support The V Foundation for Cancer Research.
In addition, the three celebrities will urge people with bladder control issues to join Depend's Great American Try On, a multifaceted marketing program that includes television and web creative to spur consumer engagement through product samples and voting, store-specific retail support and charitable partnerships.
In total, the Depend brand will donate $150,000 to charity for The Great American Try On, including a $75,000 contribution to The V Foundation and $75,000 to Dress for Success, according to Kimberly-Clark.
"Last year, the Depend brand revolutionized the incontinence category with the launch of the game-changing Depend Real Fit and Silhouette briefs," commented Elizabeth Metz, Depend brand director at Kimberly-Clark. "This year, with the expansion of The Great American Try On including support from even more celebrities, and some of their friends, Depend will continue to instill confidence in people living with bladder control issues and change the category by driving people to think differently about absorbent underwear."
Ware and Welker, who tried on the Depend Real Fit briefs under their football uniforms last year, are now competing in the Depend Players Challenge, an online competition in which they urge friends and fans for votes and support in order to win a $50,000 donation in their name to The V Foundation.
Kimberly-Clark said Welker and Ware have begun rallying support from their friends, with many popular celebrities already taking sides in the Depend Players Challenge, including football stars Von Miller and Kyle Rudolph, race car driver Scott Dixon, actor Omar Miller, dancer Maksim Chmerkovskiy, artist Snoop Lion and Olympian Mary Lou Retton.
Burke, who wore the Depend Silhouette briefs under a dance costume to highlight the product's sleek, smooth fit, is also involved for a good cause: Dress for Success.
"I've always been passionate about encouraging women to feel good about themselves in all aspects of their lives," stated Burke, two-time champion of the "Dancing With The Stars" hit TV show. "I jumped at the chance to try on the Depend Silhouette for Women because I wanted to show women that if I can comfortably wear the briefs under my dance costume, they can wear them, too. It’s important to me that women feel confident in themselves, and I'm proud that my partnership with Depend supports a great charitable organization like Dress for Success."
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