Can Lisa Rinna and Patriots Football players actually make the taboo adult diaper sexy? Well Kimberly-Clarke seems to think so! To market their new line of Depend® diapers, appropriately being called Depend® Silhouette for Women and Real Fit for Men, Kimberly-Clarke has enlisted the help of 48-year-old Rinna and 3 (young) Patriots Football players to appear in their new ad campaigns.
Here’s the catch, none of these celebrity spokespeople actually suffer from urinary incontinence and have no medical need to be wearing the diaper, but all agreed to participate in a stunt campaign to benefit select charities.
The ads also encourage consumers to go to Depend’s website, The Great American Try-On, to request a free sample; not that you actually need to order one. By going to the site and answering a few basic questions about the new diapers, Depend will support The V Foundation for Cancer Research and Dress For Success women’s charity by donating money in return.
So will this marketing ploy actually help reach a new type of audience that, according to the Today Show (see video), has needed help for a while? Baby Boomers, like Kris Jenner, are rapidly reaching the age where this product could be a necessity. So, the answer is probably yes, I mean they got me talking about it! However, it is also a bit disturbing. Kimberly-Clarke is marketing this diaper as a SPANX-type product, which will serve a younger, cooler audience and not just your grandparents. But the question remains, if you’re not wetting your pants yet, why would you need a diaper? I think I’ll stick with SPANX for now.