When we last saw Green Bay Packers defensive star Clay Matthews, his endorsement career seemed on the right track and he was grooming a “developing sense of humor and comfort in front of the camera.”
Well, then why the heck is he in trying on diapers in a Depend brand adult garments ad? It’s all part of the Kimberly-Clark brand’s new game plan.[more]
Matthews went along with the stunt in exchange for a $75,000 donation to his charity of choice. The campaign also features The New England Patriots’ Wes Welker and Dallas Cowboy DeMarcus Ware. (Update: A Depend spokesperson clarified that “Because Clay, DeMarcus and Wes tried on the new Real Fit for Men briefs, Depend donated $150,000 to The V Foundation for Cancer Research, not $75,000 to a charity of Clay’s choice.” The Dress for Success women’s charity is also a beneficiary.)
The new “Real Fit for Men” brief offers more “manly” packaging, with green and black accents that make the adult diapers look more athletic, manly and young. The improved fit is based on “discreet fit, underwear styling, quiet fabric, superior protection, all-around leg elastics, cottony fabric, finished waistband, a slimmer side profile, underwear-like look, improved protection, (and) more comfort.”
Matthews and company are not the only celebrities Depend has enlisted to represent its brand — other pro athletes include NFL QB Jim Kelly, NHL star Mike Bossy, MLB’s Ken Griffey Jr., and former NFL star Rod Woodson. For the women’s brief, there’s no female athlete — only actress Lisa Rinna touting the new women’s Silhouette fit. She is featured online, and with her husband, actor Harry Hamlin, in the video below:
How does the consuming public feel about the new design? On the online message board that the Depend brand (bravely) hosts for men to discuss incontinence issues, the “real fit first look” is getting mixed reviews. Some love it, some feel it needs improvements. In any event, kudos to the brand for opening itself up to an honest product conversation on its own turf.