Challenge: Depend needed to reintroduce its redesigned, innovative products—but first, we had to break through the deep stigma and silence surrounding adult incontinence.
Idea: We launched the “Great American Try-On,” a bold, stigma-smashing campaign where athletes and celebs proudly wore Depend and challenged others to join in—all to support a greater cause.
Results at a glance:
Gold Effie (Renaissance)
Silver Effie (Healthcare OTC)
Bronze Effie (Beauty Products & Services)
Global SABRE Award (Innovative PR and Marketing)
Platinum PR Wow! Award
PRSA Big Apple Awards Finalist (Shortlist)
Media coverage included over 1.1 billion media impressions and coverage in outlets New York Times, ESPN, TODAY, People, More Magazine, and “Depend” became a trending topic on Twitter (now X).
DeMarcus vs Wes
To boost visibility and get the public involved, we launched a friendly competition between NFL stars DeMarcus Ware and Wes Welker. Both proudly tried on the product, then went head-to-head in a public vote to raise funds for The V Foundation.
let the games begin
To gain an edge, each player enlisted celebrity friends to hype the challenge—from Snoop Dogg and Von Miller to Mary Lou Retton, Scott Dixon and Maksim Chmerkovskiy. Their rally cries brought new energy, visibility, and legitimacy to the cause—and helped drive massive fan participation.
getting fans into the game
Our campaign site became the epicenter of engagement—fans could vote for their favorite player, learn more about Depend’s redesigned product, and even request a free sample to “try it on” themselves. The site made participation personal, educational, and easy.
and the winner is…
The competition culminated live during the ESPY Awards broadcast. A custom commercial built awareness, and in an unforgettable moment of celebration and purpose, Wes Welker accepted a $50,000 donation for The V Foundation. The competition raised $75,000 total for prostate cancer research, part of Depend’s cumulative $325,000 contribution.
impact
The Great American Try-On shifted perception, sparked conversation, and redefined what confidence looks like. With over 1 billion earned impressions, Depend regained category leadership, boosted sales, and turned stigma into strength—proving that a little bravery (and a great product) goes a long way.