lights by TENA: Simple and relevant

This case describes a change-of-image campaign for TENA, a global supplier of bladder weakness products, and how it revived a declining range of products and recruited a previously inaccessible audience.

How lights by TENA convinced women to buy a product they didn’t think they needed from a brand they rejected for an issue they didn’t think they had

Principal authors: Yuki Molteni, DLKW Lowe; Jane Dorsett, Lowe and Partners

Summary

This paper will demonstrate how re-inventing the image of TENA breathed new life into a declining range of products and recruited a previously inaccessible audience. lights byTENA convinced young women to buy a product they didn't think they needed, from a brand they rejected, for an issue they didn't think they had and presented itself as a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands