Will new Depend ads appeal to boomers?

At a time when we keep hearing about marketing cutbacks, the announcement of a big  new ad campaign from Kimberly-Clark for their Depend brand is remarkable.   The campaign launches today and runs through December across a variety of media – TV, Internet, direct response, print and point-of-purchase.

 

The new ads are basic and focus on differences between men and women.  They feature a man and a woman standing in front of a white backdrop and talking about something that has nothing to do with incontinence. One features a discussion of whether men or women are better drivers.  The campaign is the launch of gender-specific Depend.

 

“One of the key elements of the new campaign is a certain level of authenticity — showcasing real people, since this is such a real issue for so many people. It’s not an aspirational category; nobody wants to have to use [Depend], but the fact is that 27 million people will be dealing with this, so part of the role of Depend is to provide normalization of the category, and part of the goal of the campaign is to humanize it — not only demonstrate that Depend understands the difference between men and women,” Blake Boulden, Depend brand manager told MediaPost.

 

Kimberly-Clark introduced the gender specific underwear in December noting that caregivers are an important target market. “Our consumer research has found that users and caregivers can be uncomfortable shopping for adult incontinence products,” said Mark Cammarota, Depend Brand Director. “Quickly finding the right product remains a vital step in living with incontinence, and with a variety of options on store shelves, our new packaging designs will offer a simpler selection experience at stores.”

 

The website provides consumers with information, coupons and ask the expert information. www.depend.com

 

It’s a sharp contrast to much of the advertising in this category that is more product specific.  Will it make boomers and caregivers feel more comfortable and confident with their purchase?

Baby Boomer’s Strain Increases as Caregiving Burdens Grow

Caregiving is taking its toll on their marriages, draining their bank accounts and increasing sibling squabbles as one-in-two baby boomers take care of an aging parent.

 

According to new research from Caring.com, eighty percent (80%) of baby boomers caring for an aging parent say that it has put a strain on their marriage.   “The time spent caring for an aging parent can take a serious toll on the caregiver’s relationship with their spouse,” said Andy Cohen, COO of Caring.com, a website for caregivers (www.caring.com).  “Time that is traditionally spent with one another once the kids have left home is becoming more and more time when children start to play the role of caregiver to an aging parent.”

 

The financial strain is increasing, as caregivers find themselves without jobs, or working more to make sure they keep the job they have.  The emotional strain on the caregiver and family relationships is increasingly evident. There has been an increase of 62% in the numbers of parents age 65 and older living with their adult children, according to the Census Bureau.

 

“We find more people seeking professional help with managing care of an aging parent.  Sibling disagreements are increasing about not only what the right care is but who is going to shoulder the burden of care, said Dr. Dan Tobin, CEO of Your Support Nurse, (www.yoursupportnurse.com).  “We help them identify local care solutions and work together as a family to solve their problems.”

 

Unfortunately, technologies that can help older persons age at home are often overlooked or undiscovered.  Laurie Orlov, Founder of Aging in Place Technology Watch (www.ageinplacetech.com), a research firm, cites a Clarity 2007 study in which 51% of baby boomers believe that technology can help their parents, but only 14% have looked for any – perhaps because marketers have yet to clearly target them.

 

Can baby boomers afford to pay to help parents age in place? “According to research from AARP, boomer caregivers do express willingness to pay less than $50/month for technologies to assist in their parents’ care,” Orlov says, “But interestingly, they typically pay more than $300/month for tech-related services for themselves.

 

Orlov recommends that instead of waiting until someone falls in their home or is admitted to the hospital for failing to take medication — boomers should act now. PERS (personal emergency response system) devices, medication reminders, and sensor-based home monitoring tech — all can make a huge difference.

 

Cohen, Tobin and Orlov are among the speakers at the Boomer Summit who will be covering issues such as caregiving and technology, case studies on how to reach caregivers online, distribution partners for companies targeting caregivers and new services aimed at helping boomers handle their caregiver responsibilities.

 

Baby boomer caregiving trends and resources and services to help them is a key topic at the upcoming What’s Next Baby Boomer Summit being held March 19 at Bally’s Las Vegas (www.boomersummit.com).  The national conference focuses on baby boomer trends, marketing to baby boomers and entrepreneurship opportunities serving the boomer market of 78 million people.