The Poise Commercial Actress Revealed: Why Katherine Heigl Is Whispering About "Giggle Dribble"

The actress currently starring in the highly-discussed Poise brand commercials is the award-winning American star, Katherine Heigl. As of December 2025, Heigl has taken on the role of the new brand ambassador for Poise, a Kimberly-Clark brand, launching a humorous yet honest campaign aimed at destigmatizing a common—yet rarely discussed—issue: Light Bladder Leakage (LBL). The campaign is a significant move for the brand, bringing a high-profile celebrity to candidly discuss a topic many women face in silence, particularly those in their perimenopausal years or after childbirth.

This new, fresh campaign, which debuted with high visibility during major events like the Oscars, features Heigl in several memorable spots, including the widely-viewed "Kid" and "Whisper" advertisements. Heigl’s willingness to share her own experience with "giggle dribble"—a relatable term for stress incontinence caused by laughter or sudden movement—has made the commercials instantly viral and incredibly effective at sparking conversation. The decision to partner with an actress known for her roles in major TV dramas and romantic comedies has injected a new level of relatability and star power into the feminine hygiene category.

Katherine Heigl: Complete Biography and Profile

Katherine Marie Heigl is a celebrated American actress, producer, and former fashion model, whose career spans over three decades, moving seamlessly between television and film. She is one of Hollywood's most recognizable faces, known for her sharp wit and versatile acting.

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• Birth Name: Katherine Marie Heigl
• Date of Birth: November 24, 1978
• Birth Place: Washington, D.C., United States
• Age (as of 2025): 47 years old
• Profession: Actress, Producer, Model
• Spouse: Josh Kelley (m. 2007)
• Children: Three (two adopted daughters and one biological son)
• Early Career: Began her career as a child model, signing with the Wilhelmina modeling agency.
• Breakthrough Role (TV): Dr. Izzie Stevens on the ABC medical drama Grey's Anatomy (2005–2010), a role that earned her an Emmy Award.
• Major Film Roles: Known for her starring roles in romantic comedies such as Knocked Up (2007), 27 Dresses (2008), The Ugly Truth (2009), and Life As We Know It (2010).
• Recent Projects: Starred in the Netflix series Firefly Lane (2021–2023) and the TV series Suits (2018–2019).

Heigl’s transition from a high-profile dramatic and comedic actress to a brand ambassador for a product like Poise has been viewed as a powerful statement, using her celebrity to normalize a sensitive health topic.

Deconstructing the Poise Campaign: "Kid" and "Whisper" Commercials

The current Poise campaign, spearheaded by Katherine Heigl, is built around two key commercial spots that directly address the embarrassment and silence surrounding Light Bladder Leakage (LBL). The entire initiative is a product of Kimberly-Clark’s strategic move to be more honest and humorous about LBL.

The 'Kid' Commercial: A Relatable "Giggle Dribble" Moment

One of the most talked-about ads is the "Kid" commercial. In this spot, Heigl is shown having brunch with a friend and her friend's young son. The scene captures a moment that is highly relatable to many women: a burst of genuine laughter, which, for those experiencing LBL, can lead to an unexpected bladder leak.

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Heigl openly discusses the experience of "giggle dribble" and how it is a common occurrence, especially for women navigating perimenopause or the postpartum period. The commercial’s effectiveness lies in its lighthearted, non-shaming approach to a physical reality. It positions Poise pads and liners not as a medical necessity, but as a simple, effective solution for a common "wardrobe malfunction."

The 'Whisper' Commercial: Speaking Up About LBL

The second major commercial, titled "Whisper" or sometimes "Speaking Up," focuses on the societal tendency to discuss LBL in hushed tones. Heigl starts the ad by speaking in a low, conspiratorial whisper, mocking the way women often feel they must hide or minimize the issue.

The core message of the "Whisper" spot is one of empowerment. Heigl transitions from the quiet whisper to confidently addressing bladder leaks in a normal, conversational tone, even in a crowded room. This powerful shift encourages viewers to stop treating LBL as a taboo subject and to openly discuss solutions like Poise products. The campaign’s launch during the Oscars further amplified this message, placing the conversation on one of the world's biggest stages.

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Why Katherine Heigl is the Perfect Poise Brand Ambassador

The choice of Katherine Heigl as the face of the Poise brand is a strategic and highly effective one, leveraging her personal life and celebrity status to drive the campaign's core message of normalization.

The Power of Personal Disclosure: Perimenopause and LBL

Heigl has been candid about her own journey, linking her experience with "giggle dribble" directly to her perimenopause stage. This personal disclosure adds a layer of authenticity that a typical celebrity endorsement often lacks. By sharing her age (46 at the time of the campaign launch) and her physical realities, she connects directly with the target demographic—women in their 40s and 50s who are often navigating similar hormonal and physical changes.

From Emmy Winner to Everyday Relatability

Heigl’s career has been marked by roles that are both aspirational and deeply flawed, making her a relatable figure despite her fame. Her ability to deliver both high drama (Grey's Anatomy) and sharp comedy (Knocked Up, 27 Dresses) allows the Poise commercials to balance humor with sensitivity. She manages to make a product in the Incontinence & Overactive Bladder industry feel less clinical and more like a normal part of a woman’s daily routine.

The campaign’s success lies in its use of her outspoken, confident persona. Heigl is not just selling a product; she is selling permission for women to be open and unafraid about their bodies. This approach effectively breaks down the stigma, which is often a greater barrier than the physical issue itself. The campaign has generated significant buzz, with many online discussions focusing on how refreshing it is to see a celebrity openly discuss a topic like bladder leakage, turning a potentially embarrassing subject into a conversation about female health and empowerment.

Topical Authority and LSI Entities in the Poise Campaign

The Poise campaign is rich with entities and concepts that build topical authority around women's health and incontinence solutions. The following entities are key to understanding the full scope of the campaign:

• Kimberly-Clark: The parent company of the Poise brand, a global leader in personal care products.
• Light Bladder Leakage (LBL): The medical term for the issue the products address, often caused by stress incontinence.
• Giggle Dribble: The colloquial, highly relatable term used by Heigl and the campaign to describe LBL caused by laughter.
• Perimenopause: The specific life stage Heigl discusses, which is a common cause of LBL.
• Poise Pads and Liners: The specific products being promoted, positioned as an alternative to period products for LBL.
• The Oscars: The high-profile event where the campaign was strategically launched for maximum visibility.
• The Hollywood Reporter: The publication where pre-Oscars print ads featuring Heigl were placed.
• Stress Incontinence: The physical condition where leaks occur due to pressure on the bladder (e.g., from laughing, coughing, or sneezing).
• Destigmatization: The primary social goal of the campaign—to remove the shame associated with LBL.
• Postpartum Changes: Another major life event, alongside perimenopause, that is a common cause of LBL.
• Poise.com: The website promoted in the ads for more information and resources.

By focusing on these specific entities and using LSI keywords like bladder leaks solutions, celebrity brand ambassador, and women's health campaign, the Poise commercials with Katherine Heigl have successfully created a fresh, memorable, and impactful advertising moment that resonates far beyond the typical 30-second spot. It is a clear example of how personal, honest storytelling can be a powerful tool for major brands seeking to connect with their audience on a deeper level.