Tena campaign drives off with Volvo

The surprisingly logical marketer combo is pushing the concept of creating more confident and empowered consumers.

Tena’s new cross-promotional campaign with Volvo Cars of Canada – themed ‘Protecting You. Everywhere’ – gives Tena customers the chance to win a Volvo C30.

Toronto-based agency The Think Tank created the campaign and contest, and is handling media. The integrated program includes in-store displays, on-pack stickers and pamphlets, as well as out-of-store mailers, email blasts and a microsite. The promotion runs until March 31, 2009.

Manufactured by Oakville ON-based SCA Personal Care, the Tena brand includes bladder weakness protection products such as panty liners and pads. The campaign is ‘a groundbreaker in forging the association between the traditionally conservative incontinence mindset with the in-your-face, upfront car industry,’ explains SCA senior brand manager Lizelle ValdecanÞas. ‘It helps break down the stigma around having bladder weakness by emphasizing empowerment. Consumers want to be in the driver’s seat in their lives, and they view the Volvo brand as the ultimate in on-road safety and protection, making it the ideal partnership for Tena.’