NorthShore announced its first national US television commercial on August 10, 2026. The 30-second spot, The Golden Age of Thin, had been airing since late July on cable networks including CNBC, Fox News and CNN. Produced internally, it contrasts the popularity of thin phones, televisions and other products with the company's emphasis on leak protection for people managing heavy bladder leakage.
The release cites a NorthShore-commissioned survey conducted by PDG Insights in which more than 90% of respondents preferred staying dry to using a thin, discreet product. NorthShore argues that heavier leakage can involve larger volumes and full bladder releases, requiring a different approach from products designed for small leaks.
Founder and CEO Adam J. Greenberg also links the campaign to reducing stigma. He says openly using the words adult diapers can make it easier for people to recognize their needs and seek help. The announcement connects the advertising to NorthShore's absorbent products, sizing guidance and customer support.