FRIENDS ADULT DIAPERS

Business Challenge

Friends is the leader in the adult diapers category. However, the category itself had a penetration in low single-digits. The only way to grow, was to grow the adoption of the category.

Consumer Challenge

The middle age sufferer saw incontinence as a geriatric problem that implied loss of manhood. He’d rather abandon life and stay at home due to a frequent urge to use the loo (given India’s abysmal civic hygiene reality) than step out.

Solution

  • INSIGHT

    Acceptance becomes easier if people realised that they’re not suffering alone.

  • STRATEGY

    Inspire category adoption by normalizing a hitherto closet category usage.

  • IDEA

    Step out with confidence knowing that you’re not alone

Consumer result

Half a million new adopters changed their way of life forever.

  • FROM

    Self-imprisonment due to incontinence.

  • TO

    Using adult diapers to enjoy life as they always did.

Business result

  • 40% increase in revenue growth in an otherwise stagnant category.