Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

The Secret's Out! TENA's mission to break the taboo around incontinence

Kersten, Eileen Marlena LU ; Brinkhof, Lieke Theadora Adriana LU and Do, Felicia LU (2021) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20211
Department of Business Administration
Abstract
On the 23rd of April 2019, TENA made a bold decision to launch a game-changing product by addressing a taboo subject publicly. The Silhouette Noir product is a unique adult diaper that looks and feels like elegant black underwear. Since it is the first black underwear on the market designed for the purpose of empowering women with incontinence, TENA wanted to tackle the dilemma publicly. Therefore, the brand adopted a different marketing approach than their traditional one by creating a Victoria’s Secret Angels inspired campaign with models over the age of 40, wearing the new product. These images were displayed on billboards across central London with the slogan ‘Secret’s Out’ and the message that one in three women in the United Kingdom... (More)
On the 23rd of April 2019, TENA made a bold decision to launch a game-changing product by addressing a taboo subject publicly. The Silhouette Noir product is a unique adult diaper that looks and feels like elegant black underwear. Since it is the first black underwear on the market designed for the purpose of empowering women with incontinence, TENA wanted to tackle the dilemma publicly. Therefore, the brand adopted a different marketing approach than their traditional one by creating a Victoria’s Secret Angels inspired campaign with models over the age of 40, wearing the new product. These images were displayed on billboards across central London with the slogan ‘Secret’s Out’ and the message that one in three women in the United Kingdom (UK) suffer from incontinence. Therefore, TENA drove the taboo topic of bladder weakness out into the public by actively engaging in social brand activism. Considering the brand’s previous discreet marketing measures, the launch was rather controversial and risky, thus sparking doubt within the organisation. Based on this, the case question arises whether TENA in the future should stick to their discreet and traditional approach that had been successful so far or take the risk and act as a social activist to express their new brand identity? (Less)
Please use this url to cite or link to this publication:
author
Kersten, Eileen Marlena LU ; Brinkhof, Lieke Theadora Adriana LU and Do, Felicia LU
supervisor
organization
course
BUSN35 20211
year
type
H1 - Master's Degree (One Year)
subject
publication/series
LBMG Corporate Brand Management and Reputation - Masters Case Series
language
English
id
9042788
date added to LUP
2021-06-16 14:04:21
date last changed
2021-06-16 14:04:21
@misc{9042788,
  abstract     = {{On the 23rd of April 2019, TENA made a bold decision to launch a game-changing product by addressing a taboo subject publicly. The Silhouette Noir product is a unique adult diaper that looks and feels like elegant black underwear. Since it is the first black underwear on the market designed for the purpose of empowering women with incontinence, TENA wanted to tackle the dilemma publicly. Therefore, the brand adopted a different marketing approach than their traditional one by creating a Victoria’s Secret Angels inspired campaign with models over the age of 40, wearing the new product. These images were displayed on billboards across central London with the slogan ‘Secret’s Out’ and the message that one in three women in the United Kingdom (UK) suffer from incontinence. Therefore, TENA drove the taboo topic of bladder weakness out into the public by actively engaging in social brand activism. Considering the brand’s previous discreet marketing measures, the launch was rather controversial and risky, thus sparking doubt within the organisation. Based on this, the case question arises whether TENA in the future should stick to their discreet and traditional approach that had been successful so far or take the risk and act as a social activist to express their new brand identity?}},
  author       = {{Kersten, Eileen Marlena and Brinkhof, Lieke Theadora Adriana and Do, Felicia}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}},
  title        = {{The Secret's Out! TENA's mission to break the taboo around incontinence}},
  year         = {{2021}},
}