Kimberly-Clark’s Depend brand has introduced new, improved Depend Fit-Flex Underwear. The upgraded incontinence underwear is now more flexible to move with one’s body (vs. the leading bargain brand), while still offering the trusted protection of the Depend brand. Featuring Confidence Core Technology for fast absorption, Depend Fit-Flex Underwear is available in a neutral gray for men and a peach color for women.

K-C reports 65 million Americans experience bladder leakage and they often choose to stop being active and social, or experience a loss of confidence because of it. The improved Depend Fit-Flex Underwear was launched to help give these men and women the confidence to reconnect with the life and people they’ve been missing.

As part of the launch, Depend has partnered with real men and women who have reclaimed their lives with the brand’s help and want to share their stories nationally. To further inspire people to rediscover what life has to offer and get back to being as active and social as they want to be, the brand has also joined forces with motivational speaker and life coach Susie Moore.

“Confidence is key to living a fulfilling lifestyle, but many men and women with bladder leakage hide away in shame,” says Moore. “I couldn’t be more proud to partner with the Depend brand for this program to help people with bladder leakage realize this common issue doesn’t have to hold them back and encourage them to, as I like to say, ‘live an unconditional, regret-free life’ with products like Depend Fit-Flex Underwear.”

This month, the Depend brand is also introducing new Depend Night Defense Underwear for Women – an overnight absorbency brief specifically designed for nighttime use that features more absorbent material, more coverage for lightweight, heavy protection, and the same soft, comfortable fit people have come to expect from the Depend brand. 

“We’re here to inspire, empower and give people products that help them regain power over bladder leakage,” says Amrit Patil, Depend general manager, Kimberly-Clark. “We hope that by showcasing the empowering stories of real men and women who have regained their lives with Depend, we encourage millions of people who live with bladder leakage to try new Depend Fit-Flex Underwear and experience the power of reconnection for themselves.”

In addition to television, print and online advertisements featuring the personal stories of real men and women – a first for the Depend brand – the improvement of Depend Fit-Flex Underwear is supported by an integrated marketing approach. This includes an online influencer content series; a robust web presence; product sampling and retail support; plus multi-year, multi-million dollar charitable partnerships with United Way Worldwide and The Simon Foundation for Continence.