Our challenge was to launch these products in a way that changed the way consumers think about adult underwear and inspired them to request a sample.

 The idea was “The Great American Try-On”, which boldly invited incontinent and continent people alike to try-on Depend’s breakthrough products. We garnered widespread buzz by getting high-profile celebrities and athletes –who don’t need the product— to try it on for charity and prove how underwear-like the fit really is.

 Premium product sampling was a critical driver in encouraging broad participation of the program by enabling consumers to “try-on” the new innovations for themselves.

Thus far the program has succeeded in mass participation as demonstrated by large increases in sampling requests. One month after launch, sampling requests for Depend Real Fit Briefs and Depend Silhouette were 720% percent higher compared to sample requests of a new Depend product during the same time period in 2011. Moreover, from March 28, 2012 to April 27, 2012, samples by request were shipped to over 90,000 people, nearly 10,000 units greater than a nine-month promotion the previous year. We also received over 1 billion media impressions within the first month and shipments were the highest in Depend’s history.