Brands should talk about bodily fluids more often.
Last week it was Brooks Nadar + Kotex… This Week it’s Deion + Depends…
Deion Sanders’ swagger is his brand and he already shared his (toe) amputation journey with the world. So it’s not surprising that after his recent bout with bladder cancer, he gave real talk about suffering from incontinence.
While mentioning his cancer challenges, he said he now has to literally “Depend on Depends” while urging others to not be ashamed and to be proactive.
That’s huge! The only guy ever to play in a world series AND a SuperBowl just used his post-surgery press conference to tell us all he can’t hold it in.
I knew the brand shout out was genuine but Deion and Kimberly Clark also confirmed they will be working on products and promo together.
🧻 ‘wearing depends’ is most commonly used as a bad ageist joke but incontinence impacts quality of life for everyone from new moms and athletes to cancer survivors and those with certain disabilities.
🧻 Deion’s story and personality represents a unique opportunity to challenge a category and de-stigmatize a taboo that isn’t often talked about.
🧻 Imagine what a rethinking of the product, packaging, messaging and partnerships in this space could look like and the permission it would create.
From shades to sneakers, “Prime Time” has turned so many aspects of his story into commercial success . His example to not hide when it comes to health challenges is a message worth amplifying.
Let’s see how this plays out in comms and across his coaching this season.