Tena Men: The Final Y-Frontier

This case study discusses how TENA Men, a UK incontinence pad brand, overcame target audience resistance with a humorous campaign suggesting that the product was a way of taking control of their lives.

Tena Men: The Final Y-Frontier

Tom White

Campaign details

Client: TenaAgency: AMVBBDOBrand: Tena Men

Summary

This paper is about how strategy can take even the most unpromising and unglamorous client brief – for men's incontinence pads - and transform it into something that everyone in the agency wants to work on.

It tells the story of how we persuaded men to do something they should only their wives or mothers should ever be doing, and wear a product that looked a lot like a woman's sanitary towel in their Y-fronts.

We were able to do...

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