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Indiana native and IndyCar driver Conor Daly experienced an unexpected incident during the Indianapolis 500. While sitting on the grid awaiting the start of the iconic race, Daly, despite never having done so before in his race car, had to go in his pants due to a prolonged delay before the race began. He openly shared this “embarrassing moment” at the race’s celebratory banquet following an eighth-place finish. He also apologized to his mechanic for the incident.
While the moment was ripe for virality, it also came with reputational risks. Daly’s candid admission presented a rare opportunity to turn a deeply human and humorous incident into something more – and time was of the essence. How could we move swiftly and thoughtfully in such an unpredictable and highly public moment?
Athelo quickly recognized the storytelling potential in Daly’s candid moment and worked to bring the opportunity to the right brand partner. Understanding that the situation needed both sensitivity and creativity, Athelo facilitated a partnership between Depend and Daly rooted in a concept that embraced the humor and honesty of the incident while simultaneously highlighting the brand’s mission—providing a safe space for those who need it.
Following Daly’s public remarks, Depend responded on X with a supportive and witty comment: “Happens to the best of us. Keep us in mind for next time! ”. Within a week, Daly was racing at the Detroit Grand Prix sporting a custom Depend-branded helmet. He amplified the moment on X, writing: “There’s a first time for everything—including peeing your pants in your race car @Depend is giving me (and my mechanics) the backup support I need this weekend let’s go racing! #indycar.”
Daly’s teammate, Sting Ray Robb, contributed to the virality and humor of the partnership by delivering a tub full of adult diapers to Daly’s garage prior to a qualifying session. Through strategic positioning and a tightly executed activation, Athelo turned a candid and personal story into a viral moment that resonates beyond motorsports.
The partnership successfully transformed an “embarrassing moment” into a fantastic opportunity for Conor Daly. The sponsorship gained immediate attention across various social media platforms. IndyCar’s play-by-play announcer, Will Buxton, also highlighted the sponsorship on X, stating, “Turns out Conor’s speech really paid off. Literally. @Depend sponsorship for the 76 of @ConorDaly22.”
The coverage generated numerous impressions and a large reach in just the first two weeks, helping Depend reach new audiences outside traditional channels. Social sentiment on both Daly and Depend’s platforms was largely positive, praising Daly’s honesty and the brand’s creative approach.
Our campaign successfully positioned Depend as a brand that embraces real-life needs with confidence and humor, opening the door for more authentic discussions. The brand’s social content covering the partnership was also nearly 4x higher than the CPG average. Through leveraging a relatable and humorous incident, this allowed Depend to connect with a broader audience while also aligning them with a high-profile athlete in a memorable way.
