Dallas-based Kimberly-Clark, the conglomerate behind Kleenex, Huggies and a host of other brand-name personal care items, is blazing a new trail in the market for adult incontinence products.
With its new Poise Microliners, the company is targeting young women suffering from "light bladder leakage" (Kimberly-Clark's phrase) -- customers who probably won't turn to the company's Depends brand. To roll out the new product, Kimberly-Clark rolled out the ad below, which features a woman talking in what seems to be a wildly inappropriate way about having "Sam in my pants."
SAM in this case stands for "super absorbent material," the properties of which the ad demonstrates with a cup of water. Ad Age did a writeup last week, but that's neither here nor there. The important thing to note here is that the commercial is one big double entendre.
This doesn't please One Million Moms, the American Family Association's socially conservative activist community whose actual membership, we're pretty sure, is somewhere south of seven figures. You'll remember them as the group that boycotted JC Penney's Father's Day ad featuring two gay dads.
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"It is the most disgusting commercial that Poise and parent company, Kimberly-Clark, have ever produced," the group's call to action reads. "Some may say 'turn it off if you don't like it' or 'change the channel,' but that is impossible if a terrible commercial comes on all of a sudden while you are watching a decent show. You may not have time to turn it off before you are subjected to the filth. Problems are not solved by burying your head in the sand. Instead, identify the problem and destroy it at the source."
To do so, One Million Moms asks its followers to email Kimberly-Clark to demand that the ad be pulled. So far, the company hasn't complied.
Send your story tips to the author, Eric Nicholson.