THE BRAND CHALLENGE

TENA Men faced a significant challenge: 1 in 4 men over 40 experience bladder weakness, yet 70% perceive a stigma around incontinence (ZEAL Shopper Panel, April 2024). This stigma meant many men avoided seeking help, limiting category penetration despite widespread need. The category was traditionally hidden in discreet aisles and perceived as a ‘female’ space, leaving men unaware of solutions or reluctant to engage.

The brand needed to connect with shoppers in a meaningful, relevant way – normalising conversations around bladder health and repositioning TENA Men as a practical, empowering solution rather than a sign of weakness. The opportunity was not simply to steal share but to expand the market by building authentic connections with men previously unreached, including suburban and countryside shoppers who had less exposure to male health campaigns.

Key challenges included:

·      Stigma and embarrassment: Men avoid discussing bladder issues, making traditional advertising ineffective.

·      Behavioural barriers: Men rarely seek help, requiring a socially acceptable activation to facilitate connection and trial.

·      Low visibility: Retail placement in gender-neutral or female-oriented aisles restricted awareness and shopper discovery.

The campaign needed to make bladder health visible, relatable, and socially acceptable, while generating both engagement and tangible commercial impact. The challenge was therefore to connect with shoppers where they already engage, breaking taboos, increasing category visibility, and driving both conversation and purchase.

OUR SOLUTION

TENA Men designed a shopper-centric, integrated campaign to normalise male bladder health discussions while driving trial, sales, and long-term shopper connection.

Strategic Insight:

Research showed men saw asking for support as admitting defeat, yet the right help was empowering. The campaign linked bladder health to Dry January, a cultural moment with 92% awareness among our audience. Humour and irony created a socially acceptable entry point, while rugby provided a masculine platform: Lewis Moody and the Harlequins reinforced strength and control, helping men feel comfortable connecting with the brand.

Integrated Activation with Shopper Connection at the Core:

1.         Normalising the Discussion:

o  The Dry Inn Clubhouse at Twickenham’s Big Game 16 created an experiential alcohol-free bar where men could connect with the issue and with each other.

o  Lewis Moody shared personal stories, and Dr. Patel from Embarrassing Bodies offered one-to-one consultations in the ‘Changing [Opinion] Rooms.’

2.         Driving Discovery & Trial:

o  Interactive elements, such as a mechanical rugby ball ride, attracted visitors into the activation.

o  Social amplification extended shopper connection beyond the stadium, reaching suburban and rural men previously unreached by TENA Men.

o  Retail-first placement in alcohol-free aisles across Tesco, Morrisons, Sainsbury’s, Ocado, and Waitrose maximised in-store shopper visibility.

o  Coupons and product discounts created frictionless paths from connection to trial.

3.         Sustaining Engagement & Long-Term Shopper Connection:

o  Online Q&As, influencer integration, and content from the activation kept the conversation going, building long-term front-of-mind awareness.

o  Messaging paired TENA Men with lifestyle products like water and 0% alcohol, reinforcing empowerment and normalisation.

Every element of the campaign focused on building a meaningful connection with shoppers, whether in-store, online, or at the event. This approach encouraged trial, repeat purchase, and broader category growth.

THE RESULTS

The campaign delivered clear outcomes that demonstrated strong, accountable shopper connection across engagement, sales, and long-term brand association:

Reach & Engagement:

·      Retail presence and cross-category placements generated 40 million impressions.

·      Online content reached 378,000 users, doubling engagement benchmarks and creating ongoing opportunities for shopper interaction.

Sales & Shopper Behaviour:

·      £600,000 incremental sales in 12 weeks, proving the campaign converted connections into purchases.

·      Retailer growth: Tesco (+20%), Morrisons (+18%), Sainsbury’s (+7%).

·      47% of uplift came from new shoppers, highlighting success in connecting with previously untapped demographics.

Long-Term Shopper Connection & Brand Association:

·      Established TENA Men as a trusted, relatable brand for male bladder health.

·      Shifted perceptions, making bladder health discussion socially acceptable and creating a lasting connection with men over 40.

·      Built a repeatable platform for future campaigns, ensuring continued engagement and connection with new audiences.

A Zeal shopper summed it up: “It’s something men usually won’t talk about… fair play to Tena… If one man takes notice, then their campaign is worth it.”