Kimberly-Clark Debuts Three Depend Wake Up Calls with Deion Sanders and New Packaging
KMB•Kimberly-Clark has rolled out Depend Wake Up Calls, offering three motivational video messages from Deion Sanders to encourage annual physicals and screenings throughout June. The campaign coincides with rollout of new Depend Real Fit packaging featuring Sanders, aiming to destigmatize bladder leaks and boost brand presence during Men's Health Month.
1. Depend Wake Up Calls Campaign
Depend and Deion 'Coach Prime' Sanders have introduced the Depend Wake Up Calls initiative, offering three distinct video text messages through DependWakeUpCall.com. Each message urges men to schedule annual physicals, supports those with recent diagnoses, and empowers individuals experiencing bladder leaks to seek solutions without shame.
2. Coach Prime Packaging Debut
For the first time, Depend Real Fit packaging nationwide features Deion Sanders’ image and message. This new pack design combines Sanders’ motivational ethos with the brand’s top-market position in absorbent underwear.
3. Strategic Brand Impact
The campaign aims to shift public perception of bladder health, harnessing Sanders’ personal cancer recovery story to destigmatize leaks. By aligning proactive care messaging with a high-profile athlete, Kimberly-Clark seeks to strengthen Depend’s market share and consumer loyalty during a key promotional period.
