Poise, Kimberly-Clark‘s brand for light bladder leak protection has launched a humorous and honest new campaign starring actress Katherine Heigl that aims to destigmatize bladder leaks and empower women to embrace this stage of life with confidence. The campaign features Heigl at brunch with a friend and her 10-year-old son, where a burst of laughter leads to a relatable “giggle dribble” moment. Heigl lightens the mood with humor and a quick education on how hormonal changes in childbirth and perimenopause can weaken the pelvic floor, embarrassing her friend’s kid in the process. With a playful nod to her being educated on the topic because she “used to be a doctor,” she pulls out a Poise liner to offer her friend the confidence to handle life’s unfiltered moments.

In a complementary ad, Heigl embraces her outspoken personality, transitioning from a whisper to candidly addressing bladder leaks in a crowded room. By highlighting relatable moments like the “sneeze leak,” she emphasizes the importance of breaking the silence around a topic affecting women, while celebrating the confidence Poise offer for navigating these everyday realities.

“I’m not someone who shies away from speaking out, and I’m not about to start now! 50% of women experience what I like to call the giggle dribble, or the sneeze leak, or the coughing fit panty blitz! I only recently learned that most of the women familiar with postpartum or perimenopause bladder leaks don’t talk about it, even to their friends or family or doctors,” says Heigl. “Well, I thought this was an excellent opportunity to get outspoken once again. I don’t want a single woman out there to feel alone in her experience or to feel shame or embarrassment. I refuse to let a little giggle dribble stop me from enjoying everything it means to be a woman and a mother. That’s why I am thrilled to partner with Poise and make sure all you ladies out there who have to cross your legs when you sneeze know that a product has been created to support us!”

“I am grateful that Katherine had the courage to speak up to help the millions of women who experience the ‘coughing fit panty blitz’ or the giggle dribble as she cleverly calls it,” says Katie Moran, president of Adult and Feminine Care at Kimberly-Clark. “It’s time that women don’t feel any shame about something that is a normal part of being a woman – and with the right information women can feel empowered instead of ashamed.”