TENA
Taking the piss seriously
Authors: Sue Penden, Sue Pleasance, Jane Reid Agency: Clemenger BBDO Melbourne
Objectives: To de-stigmatise female incontinence and encourage women to use TENA's products without embarrassment
Results: Qualitative research found positive viewer response. Market share for TENA grew from 51.1% to 55.4% in a rapidly growing market.
Executive summary
Background: The issue
TENA is not an easy sell.
Incontinence is associated with fat,...