Procter & Gamble Co. plotting expansion of its Always brand that would include adult diapers
By Dan Monk
“Procter & Gamble is very serious about this category and they’re going to spend whatever it takes to be successful..”
It wasn’t long before major media outfits soaked it up:
P&G Poised to Re-Enter the Unsexiest of Boom Markets -- Adult Incontinence
More Than a Decade After Leaving Category, P&G Lured Back by Aging Boomers
By Jack Neff
P&G Turns to Adult Diapers
By Serena Ng
… While most infants and toddlers wear diapers for two to three years, incontinence suffers typically have to buy products for much longer, as the problem seldom goes away.
So Kimberly-Clark will have some soggy competition.
… The new P&G products may be rolled out under its Always feminine-care brand, suggesting the company will target mainly women, who make up the majority of incontinence sufferers.
Men. I wouldn’t ignore this market.
Through the years I’ve sprinkled posts about incontinence campaigns:
16 September 2009
Boomer Backlash II
08 August 2012
The Ones That Got Away: Underwear
Along with a short presentation:
I wonder if P&G will do better.