Eyes in the Aisles: Poise Impressa

Kimberly-Clark's Poise Impressa bladder supports received an on-shelf spotlight at multiple retailers when the product hit stores in September. Designed for women who have urine leaks when laughing, sneezing, coughing or exercising, Poise Impressa is the first over-the-counter internal solution made for preventing leaks rather than absorbing them. "We know consumers want to manage their bladder leakage in a way that allows them to live their most active, worry-free life," said Paula Winkel, senior director of K-C research and engineering, in a media release announcing the launch. "By effectively translating deep consumer insights, we've introduced an innovation with Poise Impress that changes the game in the light incontinence category."The product comes in three sizes and requires that consumers start with a sizing kit to determine the version that will effectively stop their leaks and fit most comfortably. The best of the supporting P-O-P materials spotted across retailers included educational components explaining the innovative product.At Target, K-C earned space for account-specific shelf trays: one inviting shoppers to "start here" and merchandising the manufacturer's sizing kit, the other directing them online to learn more. The shelf trays were positioned in-line alongside other Poise products. Kmart gave the new product secondary merchandising space on an endcap alongside sister-brand Depend. Endcap headers supported, dangling $2 in rewards points for Shop Your Way Rewards loyalty cardholders with a kit purchase from Aug. 30 through Oct. 3. In addition to delivering plenty of pre-launch support, Walgreens offered informative take-ones at the shelf and suggested shoppers place the new item on auto-reorder to be "delivered discreetly on your schedule — for less!" At CVS/pharmacy, aisle violators called attention to the new SKUs while also carrying a tear-pad of $2-off coupons. At Rite Aid, floorstands featured the SKU with a save $4 sticker affixed to the front and directed shoppers to learn more at impressa.com. Ahold USA’s Stop & Shop gave the new SKU secondary merchandise space via floorstands.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Deadline EXTENDED for 40 Under 40 Nominations

Stanley Starts the New Year With Target Exclusives