TENA - Despair No More

Essity - TENA

Agency: Zenith Global

TENA: Smashing stigmas from Sweden to Saudi, to drive market share by 90%. A global strategy coupled with local insight drove a cultural change in Saudi Arabia and extraordinary business results.

Incontinence is a societal taboo that one in three women over 35 suffer. TENA is the world’s #1 brand and has a mission to destigmatise it. Of course, modern women are diverse. Success depends on adapting profound cultural insight to direct global executions.