5 Shocking Reasons Why Katherine Heigl’s Poise Commercial Is A Game-Changer For Women’s Health

Katherine Heigl has become the unexpected face of a major women's health issue, starring in the latest Poise commercial campaign that is dominating airwaves in late 2025. The campaign, centered around the relatable phrase "giggle dribble," is a bold move by Kimberly-Clark’s Poise brand to destigmatize Light Bladder Leakage (LBL), an issue affecting millions of women globally.

This partnership is more than just a typical celebrity endorsement; it’s a candid, humorous, and much-needed public conversation starter. With the "Speaking Up" ad running frequently, Heigl is leveraging her outspoken personality to tackle a sensitive topic, making it a key part of the current cultural dialogue around women's perimenopause and pelvic floor health.

Katherine Heigl: Complete Biography and Professional Profile

Katherine Marie Heigl is an American actress, film producer, and former fashion model known for her roles in both film and television. Her career has spanned over three decades, marked by significant commercial success and critical recognition, including an Emmy Award.

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• Full Name: Katherine Marie Heigl
• Date of Birth: November 24, 1978
• Place of Birth: West End, Washington D.C., U.S.
• Current Age (as of December 2025): 47
• Early Career: Began as a child model, signing with Wilhelmina Models, and made her film debut in That Night (1992). Her first national television ad was for Cheerios cereal.
• Breakthrough Role: Dr. Izzie Stevens on the ABC medical drama Grey's Anatomy (2005–2010), a role for which she won the Primetime Emmy Award for Outstanding Supporting Actress in a Drama Series in 2007.
• Major Film Roles: Known for romantic comedies like Knocked Up (2007), 27 Dresses (2008), The Ugly Truth (2009), and Life As We Know It (2010).
• Voice Acting: Voiced Andie the squirrel in the animated comedy feature The Nut Job (2014) and its sequel.
• Recent Television Work: Starred in the Netflix series Firefly Lane (2021–2023) and the legal drama Doubt (2017).
• Family Life: Married to musician Josh Kelley since 2007, with whom she shares three children.

The "Giggle Dribble" Campaign: Why Poise Chose Heigl for LBL Destigmatization

The decision by Kimberly-Clark to partner with Katherine Heigl for their Poise light bladder leak protection campaign was a calculated move to break through the stigma surrounding incontinence. The campaign, which was prominently featured during the 2025 Oscars broadcast, marks a return to high-profile advertising for the brand after a long absence.

The core message revolves around the term "giggle dribble," a lighthearted yet accurate description of the involuntary leaks women experience from laughing, sneezing, or exercising. Heigl, who is 47 and has openly discussed her own experience with perimenopause, was deemed an ideal partner due to her relatability and willingness to be candid.

The campaign includes two main advertisements. One features Heigl at brunch with a friend and her son, where a burst of laughter leads to the "giggle dribble" moment. The second, titled "Speaking Up," showcases Heigl transitioning from a whisper to a loud, candid discussion about bladder leaks in a crowded room, directly challenging the notion that the topic should be kept secret.

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This approach directly addresses the primary barrier to product adoption: the embarrassment and silence around Light Bladder Leakage (LBL). By using humor and a recognizable celebrity, Poise is aiming to normalize the conversation, encouraging women to seek solutions rather than suffer in silence. The campaign’s focus on hormonal changes and the weakening of the pelvic floor also adds an educational component.

Behind the Scenes: The Mixed Reception and Topical Authority

The Poise campaign, while effective in generating buzz, has received a mixed reception, which only amplifies its topical authority and reach. On one hand, it is praised for its honest and humorous portrayal of a common issue. Many viewers appreciate Heigl for using her platform to destigmatize a condition that affects one in three women.

However, Heigl's involvement has also drawn criticism from a segment of the audience, particularly on social media platforms like Reddit. Some critics reference her past professional controversies, such as her decision to withdraw her name from the Emmy race for Grey's Anatomy and her outspoken comments about the film Knocked Up, suggesting her endorsement is a "clinging" attempt to stay relevant. This backlash, while negative, ironically keeps the commercial and the topic of LBL in the news cycle, serving Kimberly-Clark's goal of maximum exposure.

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The campaign's success is tied to several key entities and themes, making it a rich topic for discussion:

• Perimenopause and Menopause: Heigl specifically links the leaks to hormonal changes during perimenopause, making the campaign highly relevant to middle-aged women.
• Pelvic Floor Health: The ads subtly educate viewers on the underlying cause—weakened pelvic floor muscles—driving traffic to searches about kegel exercises and other preventative measures.
• Celebrity Endorsement Ethics: It raises questions about the role of celebrities in health-related advertising, particularly for sensitive issues like incontinence.
• The Oscars Platform: Premiering the ad during a high-profile event like the Oscars ensured massive, mainstream visibility for a product traditionally marketed discreetly.
• Competitive Landscape: The campaign puts pressure on competitors in the incontinence and period care innovation space, such as Because Market, to also use celebrity endorsements and bold marketing strategies.

The Future Impact of Heigl's Poise Partnership on Women's Wellness

Katherine Heigl’s partnership with Poise is setting a new benchmark for how women's health issues are marketed. By openly discussing "giggle dribble" and connecting it to the natural process of aging and hormonal shifts, the campaign is contributing significantly to the destigmatization movement. The use of humor, combined with Heigl's celebrity power, transforms a traditionally embarrassing topic into a casual, manageable part of life.

The campaign’s longevity and continued presence in the 2025 financial reports of Kimberly-Clark suggest it is a long-term strategy for the Poise brand. This sustained visibility helps to normalize the use of products like Poise pads and liners, which Heigl humorously refers to as a necessary "wardrobe malfunction" solution. Ultimately, the "Speaking Up" campaign empowers women to take control of their health and openly discuss issues like Light Bladder Leakage, making Heigl's commercial a true game-changer in the world of women's wellness and advertising.