We saw a way to make math and emotion work together and create powerful peace of mind.
  • Challenge: Q3 2014 was the perfect storm. TENA was launching a new product, while at the same time defending its distribution and brand gains against an elephant entering the room.
  • Strategy: Ground our liberated, empowered women back into their daily activities while demonstrating a VISIBLE and revolutionary product difference.
  • Big Idea: Math is irrefutable. 864 funnels + 1 active woman = “I’m Not Afraid.”
  • Result: “I’m Not Afraid” launched on September 8, right after P&G entered the market with Always Discreet.