Delaney Lund Knox Warren & Partners is launching its first campaign for Swedish brand TENA since winning the SCA Hygiene account last year.
The through-the-line campaign breaks in the UK this week and runs until November, incorporating television, press, direct marketing and online.
The $50m (&£27.2m) global campaign supports the introduction of TENA Lady Mini Magic, specifically designed for light bladder weakness. It aims to normalise the condition, which affects as many as one in four women and is “as common as hayfever” according to DLKW partner Andy Ravan.
The campaign uses a silhouette style animation to achieve brand cut-through and escape the “stereotypical women in white trousers on the beach” imagery.
Media buying and planning is through Carat.