The Great American Try-On

Wed, 22 May 2013 00:00:00 -0400
Effie Awards

Depend wasn't resonating with boomers and was losing share to Private Label. The category hadn't experienced true innovation in years. Depend was finally bringing breakthrough products to market, but at a 50 percent price premium, consumers didn't believe it was "like real underwear." That was until they tried it first-hand. Thus, "The Great American Try On"" was born.