We saw a way to create testimonials where consumers are singing TENA's praises.
  • Challenge: In 2011, we successfully built TENA's efficacy through a demo called the TENAtwist. Now we needed to translate that efficacy promise to a promise of empowerment.
  • Strategy: Maintain our demo but leverage the introduction of the new Lifestyle product line which is moving consumers everywhere to dance for joy.
  • Big Idea: A great piece of original music plus an emotionally meaningful lyric, "Nothing's Missed with TENAtwist."
  • Result: Since the launch of TENAtwist, we have doubled share while being outspent 2 to 1.