Objectives
Launch new TENA Lady Fresh Odour Control™ range to international consumer markets across Europe.

Strategy and tactics

• Focus on key consumer insight that women want to be noticed as special and unique individuals – not defined by any health problem or issue

• ROAD created an off and online communications programme to engage women on the issue of “reinventing” themselves called ‘Can you see the real me?’. The materials included web-based personal workbooks, questionnaire and fact sheets to improve self-confidence and personal presentation
  

• Full media packs were created for all SCA’s European affiliates

Results

TENA Lady Fresh Odour Control™ range was well received by the media and consumers. The resources available from the TENA website proved to be a massive success with record level of downloads and impressive evaluation reports from all markets.  Media coverage included national newspapers in Germany, France and the Netherlands as well as coverage in leading women’s consumer titles.

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