TENA: Our bodies change, but why should we?

TENA, a brand of products for adults with incontinence, improved its brand image by tackling the stigma of bladder weakness and celebrating those who refuse to be defined by society's perceptions of ageing in the UK and Italy.

Executive Summary

Not many people want to be associated with TENA. In fact, it's one of those brands that people do what they can to avoid. Despite offering highly effective products, superior to our competitors, the success of the brand was being hindered...

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