TENA: Too much?

Laura Hazell, Beatrice Farmelo, Rob Sellars, Ben West

Feminine incontinence products brand TENA ran a multi-channel campaign in the United Kingdom and France to improve its image by breaking taboos around related to women's health and ageing.

Campaign details

Brand: TENABrand owner: EssityLead agencies: AMV BBDO, Zenith MediaContributing agencies: Ketchum London, Finn CommunicationsMarket: France, United KingdomIndustries: Direct marketing, Integrated, Newspapers, Online display, Online video, Packaging & design, Public relations, Social media, Television, Websites & microsites, Word of mouth, influencersMedia channels: Feminine HygieneBudget: 3 - 5 million

Executive summary

One in three women have incontinence. Yet it is a subject shrouded in shame, silence and stigma, exacerbated by advertising that does its best to avoid the realities of bladder weakness. The word 'incontinence'...

WARC subscribers can sign in to keep reading

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