We saw how to demonstrate true product superiority.
  • Challenge: Facing deeply entrenched category leaders, find a way to make a brand with low awareness and little differentiation. The only choice that makes good dollars
    and sense.
  • Strategy: Recreate the language and imagery around an issue that people see as an embarrassing age thing and make it a stage thing that isn't the consumers' fault but the result of causes and consequences.
  • Big Idea: One simple glass of water + TENAtwist = Not a drop escapes.
  • Result: In the U.S., we have doubled market share in a category where we are outspent by 2 to 1.