It takes Poise
After winning the global Poise business in 2019, we created a global brand platform to help normalise the bladder leaks 1 in 3 women experience. We placed bladder leaks in the context of all the other B.S. women deal with. It’s just one more thing that women handle with poise. ‘It takes Poise’ was executed through TV, Print, Banners, Digital Video, Branded Content and more than 40 unique social executions.
Role: Global Creative Lead & SVP, Executive Creative Director
Client: Kimberly-Clark
Agency: FCB, Chicago
It takes Poise: Olympics Social
To bring 'It takes Poise' into culture, we tapped the Olympic moment by using the same sports women were watching to normalise the leaks they experience during exercise. Basketball, soccer, tennis and track became the backdrop for a simple truth: bladder leaks don't stop women from playing.
It takes Poise: Influencers
We brought 'It takes Poise' to life through influencers who don't sugarcoat anything, women already known for saying it how it is. Having them speak openly about bladder leaks, each in her own unique way, did more to normalise the conversation than any brand voice could on its own.