Why the Oscars is prime time for brands like Poise to spark bold conversations with women

In an ad developed by the creative agency Piro and directed by Timothy David, Heigl fully embraces her signature outspokenness, shifting from a hushed whisper to confidently addressing bladder leaks in a crowded room. The spot highlights relatable moments, such as the dreaded “sneeze leak,” while calling for an end to the silence around a condition that so many women experience but rarely discuss.

“We’re always looking for ways to be in culture, to really reach our consumers and the Oscars provide a powerful stage for us to bring an issue that affects so many women out in the open,” says Katie Moran, president of adult and feminine care at Kimberly-Clark.

The choice of platform is no coincidence. Last year’s Oscars viewership was 60% female, with the strongest audience segment being women 45 and older, the perfect demographic for Poise.

As Moran points out, Poise has long relied on humor and celebrity voices to drive honest conversations about bladder leakage. “And for some women… laughing means bladder leaks – or ‘the giggle dribble’ as Katherine Heigl cleverly calls it.”

When Poise learned that Conan O’Brien would be hosting this year’s show, the brand saw an opportunity to address the issue in a playful yet meaningful way. “We knew that this would lead to giggle dribbles for many women – both in the audience and at home.”

Poise’s last Oscars appearance featured Whoopi Goldberg in 2010 and while the broader conversation around menopause and bladder leaks has progressed, Moran says there’s still work to be done.

“We saw significant success, but despite the progress made in destigmatizing bladder leakage, we’re still having the same conversation today that we did 15 years ago,” she says. “The topics of perimenopause and menopause have become more normalized, so with this campaign, we hope to shine an even brighter light on this conversation. It’s time that women don’t feel any shame about something that is a normal part of being a woman – and we believe that with the right information, women can feel empowered instead of ashamed. We won’t stop until that happens.”

Poise is betting on Heigl’s humor and relatability to push that conversation forward. “We want Katherine’s authenticity to shine brightly – and loudly – in this campaign,” says Moran.

Despite the fact that half of all women experience bladder leaks, the subject remains a whispered one. Many women don’t even talk to their doctors or best friends about it, which made Heigl an ideal partner for the campaign.

“She’s a Poise fan, a true believer and user of the product,” Moran adds. “Her humor and transparency on her personal experience with perimenopause and bladder leaks was such a powerful tool in creating an authentic campaign.”

The campaign extends beyond the Oscars. Heigl appears in a pre-Oscars print ad in The Hollywood Reporter, calling Poise pads and liners “wardrobe malfunction insurance” for those who experience giggle dribbles.

Poise is also rolling out a second ad, ‘Kid,’ which will run across TV, social, digital media and retailer platforms.

Earlier this month, Heigl also hosted an Amazon Live event, gathering close friends for an unfiltered discussion about perimenopause, bladder leaks and her favorite Poise products.

While Moran didn’t share Poise’s exact Oscars media investment, she made it clear that the brand is making a significant commitment: “While we can’t disclose spend, I can tell you it’s a significant investment for the brand. We are so excited to return to the Oscars and reach so many women.”