SCA breaks new North American incontinence campaign
By Adnews Staff
SCA Personal Care of Eddystone, PA has begun a new North American campaign for its Tena line of incontinence products. These products are sold in the US under the name Serenity. This will be the first campaign from the company to reach into Canada since ACLC Advertising of Toronto took over the North American account in January. The intention of the campaign, according to ACLC, is to destigmatize the incontinence products category. The television creative uses flower imagery to represent freshness and absorbency. The ad shows a woman in a flower shop arranging daisies in a vase. One daisy with incontinence pads for petals sucks water from the vase while a voiceover says, "A unique soft top sheet with multi inlets that absorb liquid faster than ever before." The commercial will be supported with a free-standing insert and in-store materials. The campaign uses the tagline "Tena feels dry. You feel fresh."