The Overactive Bladder category (OAB - a syndrome of urinary frequency, urge
incontinence, and urinary urgency) is a very low-priority category with 3 major
players:Detrol LA (market leader), Vesicare and Enablex. While Vesicare and
Enablex use cartoon-like characters to dramatize the problem (pipes and
balloons, respectively), Detrol LA uses a combination of real people and the
brand’s icon (e.g. blue bathroom icon) to communicate the message. In 2008,
HumanCare took the brand to new heights by evolving the campaign to
bring more humanity to it and the results have been gratifying.