Always Discreet® Launches Campaign with Walmart to Inspire Women with Bladder Leaks to Live Life Without Shame or Compromise

New Video from Always Discreet and Walmart Encourages the One in
Three Women with Bladder Leaks to Let Go of Negative Feelings about

CINCINNATI–(BUSINESS WIRE)–Embarrassed. Old. Frustrated. These negative feelings are just a few of
the most common ways women describe how they feel about having bladder
leaks. In order to help normalize the topic of bladder leaks, Always
Discreet® is working with retailers to educate women
nationwide. As an example, today, Procter & Gamble’s Always Discreet
brand has worked with Walmart to launch a new, inspirational video to
help women understand how common bladder leaks are and to rethink their
negative feelings. Click here to watch the video and see the emotional
responses women had when it came to talking about their bladder leaks:

As the new, compelling video demonstrates, one out of three women over
the age of 18 experience bladder leaks, but a new national survey from
Always Discreet shows more than half (57 percent) of women who are 45
and older and experience bladder leaks are embarrassed to talk about it.
The new survey also reveals that nearly half (48 percent) of these women
currently do not to talk to anyone about their bladder leaks, including
nearly a third (32 percent) of women who avoid talking about it even
with their doctors. In fact, more than 60 percent of women would
surprisingly rather talk about their weight or their political opinions.
However, more than 70 percent of women agree that women would be more
comfortable talking about bladder leaks if they knew that one in three
women experience them too. Always Discreet, with Walmart, is on a
mission to help women let go of the discouraging feelings they have
about themselves, their bodies and incontinence by comforting and
reassuring them that they’re not alone.

“Because many women avoid talking about their bladder leaks, they can
often feel alone in their experience, embarrassed to bring up the topic,
and hesitant to shop for and wear incontinence products,” said Barbara
Hannah Grufferman, positive living expert, author and Always Discreet
spokesperson. “Over the years, I’ve spoken to thousands of women around
the country who have bladder leaks, and most women don’t realize how
common and normal it is. The good news is that once women realize how
many other women experience it too, they feel better about it and
themselves. That’s what’s been captured in this video, and the hope is
that women watch it, make that connection for themselves and feel more
confident, empowered and compelled to live their best lives and stand in
solidarity with the many other women who experience bladder leaks too.”

The new Always Discreet survey also revealed:

  • Three-quarters of women (75 percent) are generally comfortable talking
    about almost anything with other women, but nearly three in five women
    say bladder leaks are embarrassing to talk about.
  • Four in 10 women agree that bladder leaks are a taboo topic in our
  • Over half (53 percent) of women who experience bladder leaks would be
    less embarrassed about their leaks if they knew one in three women
    have bladder leaks.

Since 2014, Always Discreet has helped to increase the number of women
using the right bladder protection from one in nine to one in seven.
Through this new campaign, Always Discreet, with Walmart, continues to
end the stigma surrounding bladder leaks and inspires women to not hold
back, let their negative feelings go and live their best life with the
right protection.

For additional information on Always Discreet please visit

Survey Methodology

The Always Discreet Study was conducted by MSLGROUP Research and
surveyed a total of 622 women aged 45 years or older who experience
bladder leaks. The online survey was implemented between the dates of
April 20, 2017 through April 25, 2017.

About Always Discreet®

Always Discreet, a unique line up of bladder leak protection from the
leading brand in feminine care, offers premium liners, pads and
underwear that are the perfect combination of form, function and
feminine design. Always Discreet for sensitive bladders provides
incredible-performing, discreet protection, with many products that
feature exclusive technology including, RapidDry™ that absorbs leaks in
seconds, Dual LeakGuards™ that help stop leaks where they happen most
and OdorLock™ that neutralizes urine odors instantly. With Always
Discreet, bladder leaks can feel like no big deal. Please visit
for more information.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest
portfolios of trusted, quality, leadership brands, including Always®,
Ambi Pur®, Ariel®, Bounty®, Charmin®,
Crest®, Dawn®, Downy®, Fairy®,
Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®,
Pampers®, Pantene®, SK-II®, Tide®,
Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please visit for
the latest news and information about P&G and its brands.

i Fem Care AI analysis – Nielsen Homescan Panel ending March
2012 looking at Fem Care purchases in HH 50+ that have no teenagers at


Procter & Gamble
Jeannie Tharrington, 513-945-4422
Spano, 646-500-7654