Katherine Heigl and Kimberly-Clark’s Poise® launch campaign to destigmatize bladder leaks

At least 50% of women experience bladder leaks, yet few realize that perimenopause, menopause, and childbirth can weaken the pelvic floor, leading to such issues. To break taboos and provide helpful information, Kimberly-Clark’s Poise®, the leading brand in light bladder leak protection, has launched a campaign featuring actress Katherine Heigl, known for her candid and lighthearted approach. 

The campaign, debuting this week, seeks to destigmatize the topic and show that bladder leaks are a common part of life for many women. In one of the commercials, Katherine Heigl appears at brunch with a friend and her 10-year-old son. When a burst of laughter results in a relatable “giggle dribble” moment, Heigl lightens the mood by explaining how hormonal changes can weaken the pelvic floor. With humor, she jokingly mentions her expertise as a former “doctor” and offers her friend a Poise® liner as a practical solution. 

Another ad in the campaign highlights Heigl’s outspoken personality as she shifts from whispering to openly discussing bladder leaks in a crowded room. The actress addresses relatable situations, such as the “sneeze leak”, emphasizing the importance of breaking the silence around the issue and celebrating the confidence that Poise® products provide. 

“I’m not someone who shies away from speaking out, and I’m not about to start now! 50% of women experience what I like to call the giggle dribble, or the sneeze leak, or the coughing fit panty blitz! I only recently learned that most of the women familiar with postpartum or perimenopause bladder leaks don’t talk about it, even to their friends or family or doctors,” said Katherine Heigl. “Well, I thought this was an excellent opportunity to get outspoken once again. I don’t want a single woman out there to feel alone in her experience or to feel shame or embarrassment. I refuse to let a little giggle dribble stop me from enjoying everything it means to be a woman and a mother. That’s why I am thrilled to partner with Poise® and make sure all you ladies out there who have to cross your legs when you sneeze know that a product has been created to support us!”. 

Katie Moran, President of Adult and Feminine Care at Kimberly-Clark, echoed the campaign’s importance: “I am grateful that Katherine had the courage to speak up to help the millions of women who experience the ‘coughing fit panty blitz’ or the giggle dribble as she cleverly calls it. It’s time that women don’t feel any shame about something that is a normal part of being a woman – and with the right information women can feel empowered instead of ashamed”. 

For over 30 years, Kimberly-Clark’s Poise® has provided reliable solutions for bladder leak protection, offering products that combine comfort and discretion. The campaign will roll out in the coming weeks across various platforms, including TV, social media, and digital channels. 

The campaign videos can be viewed at these links: Poise x Katherine Heigl “Kid” Video and Poise x Katherine Heigl “Whisper” Video. For more information about the full range of products and to join the conversation about breaking stigmas, visit Poise.com.