SCA Personal Care readies new Tena campaign
By Adnews Staff
SCA Personal Care North America of Philadelphia, PA will begin a new campaign in Canada in September for its Tena line of bladder protection products. The campaign, developed by Zig of Toronto, uses the tagline, "The Evolution of Bladder Protection." The creative, aimed primarily at women over the age of 40, draws a parallel between changes in fashions and bladder weakness products. A television commercial will air nationally on conventional and specialty stations, while print ads will run in magazines including Reader's Digest, Zoomer, More, Best Health and Good Times, among others. Additional executions will be released in 2010. "Through this Tena advertising campaign, we want to help women feel more confident by understanding that they are not alone in experiencing the condition, and there are effective, contemporary options available that fit into their busy, active lifestyles," said Ankie Cedergren-Borg, director of brand communications at SCA.