PHILADELPHIA--(BUSINESS WIRE)--SCA, a global hygiene company and maker of TENA® personal-care products, has launched a new marketing campaign to help women fearlessly face the unexpected leak. TENA Twist (www.tenatwist.com) aims to open a dialogue around the issue of incontinence and eliminate stereotypes while showcasing that women of any age can benefit from the empowerment that comes with the fearless protection of TENA Technology™.
The TENA Twist campaign is based on tests that show that TENA personal care pads are so absorbent and effective at locking in moisture that when filled with liquid, not a drop escapes, even when you twist them. The campaign also puts a new twist on the dialogue around women’s experiences with the unexpected leak. It is anchored in authentic conversations by focusing on women’s stories and their feedback about the products they use to live their lives fully.
Based on our research, one out of three women today over the age of 35 experiences the unexpected leak – from pregnant women and women who are recovering from surgery to those undergoing stress or who jog, play tennis or participate in other forms of exercise.
“TENA Twist is the first campaign to speak up about how women view their experience with the unexpected leak, how it alters their lifestyle, and how effective protection can change their day-to-day lives,” said Bruno Zepeda, head of sales and marketing for SCA Personal Care North America. “We are addressing the many misconceptions about the unexpected leak to help women understand that it is not just caused by aging. The unexpected leak is quite common and is most often caused by the normal, natural stages of a women’s life. Women of all ages experience the unexpected leak and no longer need to feel ashamed or embarrassed. They can live their lives fully with TENA.”
TENA is bringing real women’s stories to life, as well as offering a powerful solution for those who share in the experience of the unexpected leak. The TENA Twist campaign will be supported through TV, radio and print advertising and a new website, www.tenatwist.com, featuring educational content and tips to help women understand that the unexpected leak is a normal, natural and relatable experience. Consumers can visit www.tenatwist.com and register to receive special offers.
“From stories shared in our interviews with women who experience the unexpected leak to giving women an opportunity to share their fearless stories on the TENA Twist website, women now have the opportunity to have open, authentic communication about their experience,” said Lizelle Valdecanas, TENA brand director. “And once they give TENA personal care products a try, they love them. It’s rewarding to see the TENA Twist campaign not only help consumers find their right product, but also help them live more fearlessly.”
The TENA Twist testing is the latest proof of SCA’s status as a global leader in hygiene. Most recently, SCA was included in Ethisphere’s World's Most Ethical (WME) Companies list, which honors organizations that show leadership in promoting ethical business standards. Last month, SCA was also ranked as a Fortune World’s Most Admired Company, moving up in the Forest and Paper Products category from third to second place ranking. Earlier this year, the company’s TENA Overnight Pads and TENA Super Long Pads were the first in the paper goods category to receive the Green Good Housekeeping Seal, which evaluates not only the products’ measurable impact on the environment in terms of manufacturing and packaging, but SCA’s overall corporate social responsibility.
More information about the TENA Twist campaign can be found at www.tenatwist.com.
About SCA
SCA is a global hygiene and paper company that develops and produces personal-care products, tissue, packaging solutions, publication papers and solid-wood products. Sales are conducted in 100 countries. SCA has many well-known brands, and in the U.S. sells TENA line of personal care products for light, moderate and heavy incontinence and Tork® brand napkins, paper towels, bath tissue and wipers. Sales in 2011 were approximately $16.5 billion. SCA has about 44,000 employees. For more information visit, www.sca.com/us.
TENA® and Tork® are registered trademarks of SCA Hygiene Products.
About TENA®
The TENA® brand is the worldwide leader in the management of incontinence, with products and services for individual consumers as well as healthcare facilities throughout 105 countries. Under the TENA® brand, SCA provides a full range of absorbent products tailored to the distinct needs of men and women, including pantiliners, daytime and overnight pads, male guards, protective underwear, briefs, skin care products, and underpads. With the TENA® brand, SCA is at the forefront of developing products that minimize the impact of incontinence and improve the dignity and everyday lives of people living with light, moderate or heavy incontinence. For more information, please visit: www.tena.us.