Friends Diapers: It’s okay to pee your pants

Friends, an adult nappy brand, launched a campaign in India to tackle the stigma surrounding incontinence, particularly among men, and encourage the use of its product.

Campaign details

Brand: Friends DiapersBrand owner: Nobel HygieneAgency: The Womb Communications LLPMarket: IndiaSector: Non-prescription, OTC productsMedia channels: Merchandise & free gifts, Online video, Packaging & design, Point-of-purchase, in-store, Social media, TelevisionBudget: 1 - 3 million

Executive summary

He has to pee very often. At times, it happens involuntarily. It's so bad that he has stopped going out. He doesn't want to use nappies because those are for babies. Even admitting he has a problem implies a loss of manhood.

This is the plight of millions of Indian...

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