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Bladder protection just ain’t what it used to be.
SCA Personal Care North America, Inc. shows consumers its Tena brand of bladder protection products has evolved over the years, through a new North American-wide ad campaign from Zig.
The campaign compares the evolution of women’s fashion to the advancement of bladder protection products from Tena.
For instance, a 30-second TV spot starts with a woman dressed in Marie Antoinette-style garb sitting in front of a vanity in her bedroom. She gets up, and as she walks through her house, removes layers of clothing that reveal different outfits that pertain to specific decades.
The woman is seen in outfits reminiscent of the ’30s and ’60s to end up in a one-sleeved grey satin mini. The super reads “Fashion has evolved. Shouldn’t bladder protection?”
The goal of the campaign is to get consumers to think differently about bladder weakness and the products available to manage it, said Lynda Torneck, team coach at Zig.
“Fashion has become more figure-hugging, and we want people to realize that as fashion has evolved these products have also evolved, they’re not what people used to think about them,” she said.
“With these products you can be fashionable, you can wear the latest fashions, you don’t have to change the way you dress and change the person you are just to manage the condition.”
The commercial has launched in the U.S. and will run in Canada next month on conventional and specialty stations during daytime talk shows, soaps, current affairs programs and popular dramas.
The print ad, running in the September issues of Readers Digest, Zoomer, More, Best Health and Good Times shows three generations of women sitting as if for a family portrait. The headline reads “One style does not fit all.”
Torneck said the agency has a number of additional print ads that will launch later this year.
Bladder weakness affects one in four women over 40, and Tena wants to help these women feel more confident by understanding they aren’t alone, said Ankie Cedergren-Borg, director, brand communications, SCA Personal Care North America, in a release.
“Until now, no one has talked to them in a way that is relevant to their everyday life,” said Cedergren-Borg.
The campaign, which also includes online ads, runs through to 2010. Carat handled the media buy.
