Tena partners with Just For Laughs

Bladder incontinence brand wittily embraces a comedy platform to connect with consumers who want to grin and not bear it.

A new campaign called ‘Laugh Away With Tena’ brings together the brand that makes bladder weakness protection products with Just For Laughs (JFL) comedy festival, putting an attention-grabbing twist on the normally awkward subject.

‘Laughing is actually a very common cause of incontinence, so ideally, with Tena, they can laugh away and continue to enjoy the life that they’re living. That’s how we really saw the comedy tie-in,’ says Sherri-Anne Fernandes, senior account manager at Toronto-based marketing firm The Think Tank, who developed the campaign.

Partnering with the festival is a way to emotionally connect with the consumer (aged 50 plus, skewed female), says Fernandes, as they relate well to the established JFL event that takes place in Toronto, Montreal and this year expands to Chicago. Tena, owned by Philadelphia-based manufacturer SCA North America, is the presenting sponsor for the Just For Laughs live festival performances, and in addition to in-venue visibility, the Tena brand will be seen along with the little green gaggle mascot in JFL promotional efforts on TV, radio, newspaper and print media.

The hookup includes a Tena contest that promotes the partnership with a hefty grand prize of a VIP weekend to one of three festival venues, plus $10,000 in cash. Half a million Tena products have been stickered with info promoting the contest. Other promo efforts include its microsite, in-store displays, flyers, email blasts, and online banners throughout boomer-targeted websites. Last year JFL hosted 78 shows to more than 230,000 spectators.