Shopper Innovation Awards: Kimberly-Clark strikes a new Poise

To stay ahead of its competition, the brand introduced the Poise Microliner, and partnered with a lifestyle show to reach its target.
Poise1

This story appears in the May 2015 issue of strategy.

Bronze: Custom Retail

The adult care category is expanding at the same rate as the rapidly growing aging population, with competitors entering the market and taking share from Kimberly-Clark’s Poise. The brand was also at risk of losing shelf space at Shoppers Drug Mart. To stay ahead of the competition, Poise introduced a product innovation to its portfolio: the Poise Microliner, which is the thinnest and smallest liner within the Poise family.

The brand needed to reach its female target audience where she’s most comfortable – at home – to educate her on the benefits of using Poise over other feminine care. So, with the help of Geometry Global, it partnered with lifestyle show Steven & Chris, which has an established relationship with the target demographic.

Poise delivered its message during the sponsored Women’s Health Week: a week-long integration featuring health and fitness experts talking about women’s health issues. Fitness expert Sarah Robichaud spoke to the audience openly and light-heartedly about light bladder leakage, reassuring them that they’re not alone. Robichaud educated viewers on the benefits of using Poise products versus her period-only pads and liners.

The brand also incentivized purchases with an offer at Shoppers and placed displays and at-shelf signage to promote the product.

In the end, the program achieved a 50% increase in gross sales volume (above base volume). It also achieved more than five million online impressions and over
3.2 million broadcast impressions.

Credits:

Advertiser: Kimberly-Clark Canada
Field shopper marketer: Sheila Macdonald
Sr. brand manager adult care & shopper marketing team lead: Nadia Said
Agency: Geometry Global
Account supervisor: Robyn Dalley
ECD: Nuala Byles
Account manager: Kristina Komhyr
Strategic planning director: Katherine Barks
AD: Caroline Brown
Client services director: Jennifer Hearn