TENA Men, Dry Manuary
ZEAL
Client: TENA Men, Essity
Despite 1 in 4 men over 40 experiencing bladder weakness, 70% perceive a stigma around incontinence. Many avoid the issue altogether, often viewing the need for protection as a sign of weakness. With no direct branded competitors, the challenge was not to steal share but to reshape attitudes and expand the category. The brand needed to normalise the conversation and reposition TENA Men as a practical, empowering health solution that moved the brand out of the female skewed incontinence aisle and into everyday male wellness discussions. Dry Manuary was an experiential led campaign designed to make bladder health visible, relatable and socially acceptable. As official partner of Harlequins, TENA Men created The Dry Inn Clubhouse at Twickenham Stadium during Big Game 16. Fans were invited into an alcohol free bar to meet rugby legend Lewis Moody and Dr Patel from Channel 4’s Embarrassing Bodies, who led honest conversations about bladder health in a relaxed, masculine environment. The experience was extended beyond the stadium through integrated communications across digital content, PR, OOH and in store activations in alcohol free aisles across Tesco, Sainsburys, Morrisons, Waitrose and Ocado. The result was a stigma breaking, conversation starting campaign that delivered both cultural and commercial impact, including a 20% value growth in Tesco and £600,000 in incremental sales within 12 weeks.