Kimberly-Clark's Poise is one of many female-targeted brands planting a flag in the Oscar telecast, airing Sunday on ABC.

The Kimberly-Clark brand will make a bold statement at one of advertising’s biggest nights, using humor and star power to spark conversation about a topic many women still struggle to discuss.

Heigl is starring in Poise’s new “Giggle Dribble” campaign, which aims to empower women to embrace new stages of life with confidence. Poise is highlighting how important the topic of ...