Kimberly-Clark Wants to 'Talk' Menopause

Dallas — To support the launch of its Poise feminine wellness products in 2012, Kimberly-Clark wanted to have the talk – "The 2nd Talk." Although 50 million women in North America are approaching or experiencing menopause, according to brand director Rebecca Dunphey, Poise's new feminine wellness line is the first suite of over-the-counter products designed to manage menopause's symptoms."The 2nd Talk" concept arose from focus groups in which women revealed they have "a lot of questions, ambiguity and lack of knowledge about what's happening to them during menopause," Dunphey says. "Women we talked with said they get a birds-and-bees discussion in puberty, but nothing similar in menopause."K-C launched an integrated marketing program centering on "The 2nd Talk" to address the challenges facing the over-40 and menopausal women who have questions regarding this stage in their lives by making them aware of the products and telling them where to find them in-store. Ads created by Ogilvy & Mather made clear that the Poise line resides in the feminine hygiene aisle. In-store, signs on shopping carts and elsewhere directed women to the right aisle.Prior to the launch in mid-2012, K-C conducted package research in a store environment to make sure the products were "findable" on-shelf and that they clearly conveyed their purpose, Dunphey says. The global branding firm CBX, New York, designed the packaging.The program includes an online destination for women at The2ndTalk.com that shares menopause information and support as well as TV, print and online advertising, media and expert partnerships, retailer exclusives and in-store support. The website, developed by the San Francisco-based digital agency Organic Inc., features a panel of experts to answer questions and a place for women to read and share their experiences.Customized programs with retailers all tie in with the "2nd Talk" program, with pre-store and in-store elements aimed at driving traffic to the feminine hygiene aisle.The Walmart program included "Fab 5" exclusive online video content featuring women to whom Walmart has determined its customers will relate. Created by Lunchbox Media, based in Toronto and Aventura, Fla., the videos feature five friends discussing their symptoms and the Poise products that alleviate them.Based on a successful record with sweepstakes, the Walgreens program offered entrants a chance to win a trip to Las Vegas to see "Menopause the Musical," with Walgreens gift cards going to instant winners.With CVS/pharmacy, K-C took a "consumer education approach," developing a "Menopause 101" guide available online with coupons as well as at the pharmacy, Dunphey says.The Kmart program partnered with Dove to offer a $15 Spa Finder gift card by mail with a combined purchase of Dove and Poise products."It was fun to work with all of our different customers and make the campaign come to life," Dunphey says.Social media efforts include Facebook and Twitter activity, and a push to get 1 million women to engage with the brand online before World Menopause Day in October.Events include sampling at "Menopause the Musical" and elsewhere, and "Hot Flash Road Shows" in New York and Los Angeles.Other creative and strategic partners include the global shopper insights firm OgilvyAction; marketing-to-women specialist Marina Maher Communications, New York; and the global media company Mindshare.Dunphey calls the new line a "natural extension for the Poise brand," which already included pads for light bladder leakage. The launch follows a recent successful rollout of these products in parts of Latin America.

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