SCA Personal Care breaks incontinence campaign
By Adnews Staff
SCA Personal Care has begun an advertising campaign in Canada and the US to promote its line of incontinence products. The two television commercials each depict middle-aged women in cars trying to get through traffic to a washroom. At the end of each ad, a washroom cubicle falls from the sky as the song "Rescue Me" plays. A voiceover says, "Like that's ever going to happen. So make sure you're protected by Tena Serenity's complete line of bladder weakness products." The commercials are being supported with print and radio ads, along with a website. The campaign was developed by ACLC of Toronto. "This campaign, which has been tested extensively, defies all the conventions in this category," said Lynda Torneck, the agency's senior vice-president of client service.