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...