HEALTH

Birchwood Laboratories launches B-Sure Absorbent Pads

BY Michael Johnsen

EDEN PRAIRIE — Birchwood Laboratories on Wednesday launched B-Sure Absorbent Pads, a thin and highly absorbent alternative to diaper-like undergarments that provide a discreet solution to light fecal incontinence associated with childbirth.

Designed to conform to the body, the pads stay in place during normal activity without the need for any kind of adhesive or binder. The soft pads absorb 13 times their weight in water and protect clothing from staining due to light fecal incontinence.


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Kimberly Clark enlists celebrity endorsers for Depend’s ‘The Great American Try On’ to support cancer research

BY Michael Johnsen

DALLAS — Depend on Wednesday "boldly" re-invited Americans to join The Great American Try On and announced new and expanded celebrity partnerships designed to help give the millions of people living with bladder control issues the confidence to enjoy an active lifestyle. 

Dance champion Cheryl Burke is doing the cha-cha in the underwear-like Silhouette for Women briefs to benefit Dress for Success, while pro football stars DeMarcus Ware and Wes Welker are asking people across the country to support The V Foundation for Cancer Research, reminding everyone that there’s no better time to join The Great American Try On. In total, the Depend brand will donate $150,000 to charity for The Great American Try On, including a $75,000 contribution to The V Foundation and $75,000 to Dress for Success.

"Last year, the Depend brand revolutionized the incontinence category with the launch of the game-changing Depend Real Fit and Silhouette briefs," stated Elizabeth Metz, Depend brand director, Kimberly-Clark. "This year, with the expansion of The Great American Try On including support from even more celebrities — and some of their friends — Depend will continue to instill confidence in people living with bladder control issues and change the category by driving people to think differently about absorbent underwear."

Ware and Welker, who tried on the Depend Real Fit briefs under their football uniforms last year, are now competing in the Depend Players Challenge — an online competition in which the duo rally friends and fans for votes and support in order to win a $50,000 donation in their name to The V Foundation. 

Welker and Ware have begun rallying support from their friends with many popular celebrities already taking sides in the Depend Players Challenge, including football stars Von Miller and Kyle Rudolph, race car driver Scott Dixon, actor Omar Miller, dancer Maksim Chmerkovskiy, artist Snoop Lion and Olympian Mary Lou Retton.  

Pictured above, Snoop Lion with DeMarcus Ware

"I’m a competitor in every sense of the word so I’m excited to get in the spirit of the Depend Players Challenge as part of The Great American Try On," Ware said. "I want to win the $50,000 donation to The V Foundation so go to TheGreatAmericanTryOn.com and vote for me.

A multi-faceted commercial marketing program, The Great American Try On from Depend includes TV and Web creative designed to encourage consumer engagement through product samples and voting, store-specific retail support and charitable partnerships.


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PetArmor launches new TV campaign

BY Michael Johnsen

YARDLEY, Pa. — To kick off the arrival of flea and tick season, PetArmor last week launched a national TV commercial campaign created by Adrenaline, a Havas Company. The commercials educate pet parents that value-priced PetArmor is guaranteed to protect pets as well as competitive products at killing adult fleas and ticks. The :30 and :15 spots will air nationally supplemented with local market activity beginning April 1.

The advertising message was reinforced in a March 22, 2013 "Frugal Friday" segment on "TODAY"

 

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