Campaign Spotlight: The Secret’s Out, TENA Sets Out to Break Taboos Around Incontinence in a Victoria’s Secret-Styled Campaign with AMV BBDO

Market-leading incontinence brand launches first campaign of new platform idea ”I Will Be Me” by AMV BBDO which sets out to break taboos around incontinence

TENA, the market leading incontinence brand, has launched its new Silhouette Noir product with a ground-breaking catwalk shot in the style of Victoria’s Secret that has taken over Oxford Street. This is the first campaign from TENA Women’s new platform “I Will Be Me” developed with AMV BBDO, with the key objective of breaking taboos around incontinence.

The campaign re-imagines the Victoria’s Secret ‘Angels’ catwalk image, using the highly recognisable wings iconography on a 48-sheet billboard and digital 6-sheets in major London locations renowned for their fashion credentials, featuring age 40+ models wearing the Silhouette Noir all-black pant.

TENA Silhouette Noir is the UK’s first black incontinence product, offering incredible discretion and features a low waist, making it look, feel and fit far more like traditional underwear than standard incontinence pants.

The launch campaign aims to challenge the common misconception that women with incontinence struggle to feel ‘sexy’ and are unable to wear matching underwear. It is the first product of its kind to position incontinence underwear within a fashion context to create an attention-grabbing image and underline Silhouette Noir’s fashion credentials.

The campaign’s Victoria’s Secret-styled images feature on a statement 48-sheet billboard on London’s Tottenham Court Road and a 6-sheet domination of Oxford Street from April 22nd, creating visual impact for target media. This stunt is underpinned by research examining women’s attitudes towards underwear and the emotional impact of their lingerie choices.  

Anna McCrory, senior brand manager for TENA UK, said: “Despite the fact that one in three women over 35 experience bladder weakness, it remains a taboo subject for many of us. At TENA, we are on a mission to tackle these taboos and inspire women who experience incontinence to feel good about themselves.

“We are incredibly proud of this new product and the exciting campaign we’ve devised to launch it.  Silhouette Noir truly breaks new ground, helping women to feel sexy, confident and able to wear what they like without being restricted by the colour or shape of their underwear, an important step towards normalising incontinence.”

The concept for the TENA Silhouette Noir launch was devised by Finn, an integrated agency powered by PR, with AMV BBDO leading creative development for the billboard.  Finn has also delivered all media relations for the campaign, working closely with Zenith, who led the media strategy and brokered all key media partnerships. AmazeRealise is responsible for the social media and eCRM elements of the campaign, with Performics providing SEO support.  The reimagined Victoria’s Secret catwalk images were shot by fashion photographer, Vicky Lawton. 

TENA Silhouette Noir is made from a unique soft micro-stretch fabric that is virtually invisible under clothes. The brand-new black colour option has been introduced to complement women’s preferences in underwear colour. It can be bought in both medium and large sizes.

The campaign includes a journalist mailer with the message ‘The Secret’s Out…’ and invites consumers to share the images and other campaign content using the hashtag #IWillBeMe and tag @IWillBeMe on Facebook.

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