lights by TENA: How lights by TENA convinced women to buy a product

This paper demonstrates how re-inventing the image of TENA breathed new life into a declining range of products and recruited a previously inaccessible audience. Lights by TENA convinced young women to buy a product they didn’t think they needed, from a brand they rejected, for an issue they didn’t think they had and presented itself as a new sub-brand by changing its packaging and communication. This campaign, despite working in an over cluttered FMCG market with low media spend and a huge taboo to overcome, delivered almost £5m in incremental revenue, a pay back of £4.55 and a £1.65 payback specific to the target market