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Adding some dignity and discretion has worked wonders for Kimberly-Clark Corp.'s Depend adult incontinence product.

The brand has added two points to its dominant 50% market share in the category, according to figures from ACNielsen Corp., provided by K-C. In the past year, the Depend Protective Underwear, a new product, has been so popular, the company says it has had trouble keeping up with demand.

K-C has had to put retailers on allocation for Depend Protective Underwear, a new version of its adult incontinence product that's more like regular underwear, says Steve Christiansen, marketing director.

Given the embarrassment factor, the brand is a natural for the discretion of online retailing, and Mr. Christiansen also has headed efforts to work with retailers to develop online and mail-order programs.

In a nod to the fact that many baby boomers are on the cusp of joining Depend's consumer segment, Mr. Christiansen, 38, also led the team that developed new brand advertising earlier this year. Supplementing the long-running campaign featuring spokeswoman June Allyson, new Depend ads depict consumers in highly active lifestyles, such as one showing a middle-aged restaurant owner.

Campbell Mithun Esty, Minneapolis, Mr. Christiansen says, "has done an outstanding job of developing a campaign for a brand that has been traditionally out of the spotlight."

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