SCA Hygiene is relaunching its Tena range of incontinence products with a major new campaign aimed at breaking down the taboos surrounding bladder weakness.
The personal care giant has revamped the brand’s blue and grey packaging to give it a softer and less clinical feel, and is also adding a new product to the range.
Tena Lady Mini Magic pads will hit supermarket shelves in April, backed by a major new TV campaign by Delaney Lund Knox Warren.
Nick Foulger, UK brand manager for Tena, says: “There are a huge number of women out there suffering from bladder weakness who are using feminine hygiene products not designed to cope with the condition.
“The campaign will focus on getting the message across that there’s no shame in bladder weakness, that it’s as common as hayfever, and that mini magic pads are eight times more effective than sanitary towels.”
The move builds on SCA’s “Zest for Life” campaign for Tena, which focuses on the lifestyle aspects of the brand and which includes the Zest for Life Bursary – a fund available for those who need financial support to achieve their ambitions.
Among the successful applicants in 2004 were the comedy trio Mutton, which SCA helped to perform at the Edinburgh festival fringe. Mutton’s routine poked fun at the menopausal years.
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