Inside Tena’s award-winning campaign to reverse brand perceptions

Learn how Tena used consumer insight to tackle the stigma of incontinence and shake up the category.

Making incontinence sexy is no easy task, but with one in three women aged over 35 experiencing the condition, Tena, the leading brand for incontinence products, saw an opportunity to change perceptions and drive growth.

Historically, incontinence products for women were marketed as a medical necessity aimed at older consumers.

Tena set out to smash the stigma of incontinence and change perceptions of the category with the launch of Silhouette Noir, the first black incontinence underwear, which it positioned as a premium lifestyle brand for younger women.

Join Marketing Week editor-in-chief Russell Parsons as he speaks to the architects behind the campaign, which won the 2020 Marketing Week Masters award for brand innovation.

Jason Kaplanis, global brand communications manager; Rob Sellars, senior strategist at AMV BBDO during the campaign’s planning and now senior strategy consultant at Revolt; and Laura Hazell, senior account director at AMV BBDO share how the brand’s bold new strategy tackled the taboo and reversed brand perceptions.



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