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...