SBD/April 23, 2013/Marketing and Sponsorship

Diaper Dandy: Tony Siragusa Tabbed As Pitchman For Kimberly-Clark's Depend Guards

Siragusa in a Depends ad uses humor and machismo to help lighten the subject
Fox NFL analyst Tony Siragusa is “pitching Depend Guards and Shields in the ‘Guard Your Manhood’ campaign, with TV ads breaking on such networks as ESPN, A&E, USA, Fox News and MSNBC on May 1, along with digital ads on such sites as eHow.com,” according to Jack Neff of AD AGE. It is the “first time the Kimberly-Clark Corp. brand has used media advertising to highlight light bladder leakage for men.” Siragusa in the 30-second ad from Ogilvy & Mather, N.Y., “isn't saying he has the problem himself, but is using humor and machismo to lighten the subject.” Depend Brand Dir Liz Metz said that Siragusa was chosen “because of his masculine image and ability to project ‘the masculinity and normalcy of the condition and making men know they're not alone in this journey.’" She added, "He's also known as kind of a straight shooter" (ADAGE.com, 4/22).
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