TENA updates incontinence messaging

The bladder-protection brand launches a new North American campaign that reaches out to women with a message of empowerment and confidence.


TENA is launching a TV, print and online campaign to promote its line of bladder protection products. To reach the boomer+ target, TV spots run during daytime talk shows, soap operas, news and current affairs programs and popular dramas on CBC, CTV, W Network, BBC Canada, Bravo and CMT in English. French-language ads run on SRC, Canal Vie, TVA and Series+. English-language print ads will appear in Reader’s Digest, Zoomer, Best Health, Good Times and More, while French-language ads will appear in Sélection (the French-language edition of Reader’s Digest,) Bel Âge and Vita.

‘The strategy of the placements was an environment that catered to both the core target user as well as the end purchaser,’ says Andy Braunston, media manager at Carat Canada, which handled the media buy. ‘We have a variety of different placements based on driving awareness and relevance.’ The campaign is targeting women over 50.

The campaign is aiming to equate the evolution of women’s fashion, from restrictive clothing to more comfortable attire, to the development of more comfortable bladder control products. ‘We want to show that we can help [women with bladder weakness] minimize the condition, so that they can be the people that they are, and not let their self-image or the image that they project be dragged down by their bladder weakness condition,’ says Lynda Torneck, team coach at Zig, which handled the creative for the campaign.

The North American campaign launched in the US last week, and runs in Canada from September through November.