TENA Men
Create and launch several campaigns centered around the character Stirling Gravitas to promote TENA Men’s products, tackling the stigma around incontinence while encouraging men to take control with confidence.
The Challenge
Incontinence is more common than many think, affecting one in four people at some point in their lives. However, it remains a sensitive topic that many men avoid discussing. Instead of using proper products, some resort to makeshift solutions like toilet paper or feminine pads. The challenge was to use Stirling Gravitas’ persona to break down barriers and encourage men to confidently manage incontinence
The Strategy
We leveraged TENA Men’s character Stirling Gravitas, a charismatic figure who embodies control and strength, in campaigns where his voice and style followed through from ad to final product. The goal was to get men to order samples, since it had a retention of renewed purchases of over 90%.
Through his adventures in our campaigns, Stirling communicated that incontinence doesn’t need to limit anyone’s life. This helped normalise the conversation and conveyed a message of empowerment without trivialising the issue.
Campaigns
For our campaigns, we crafted a product landing pages with Stirling as the face of the campaign, featuring content on how to manage incontinence, encouraging men to request free product samples.
Emails: Discreet and personalized email newsletters were sent to potential customers, aligning with the campaign’s message of control and encouraging recipients to explore the products that could help them.
Facebook Ads and Social Media Videos: Stirling Gravitas’ adventures were prominently featured in Facebook ads and social media videos. These videos drove traffic to the landing page, where men could learn more about the product and request free samples.
Result
The campaign successfully used Stirling Gravitas’ persona to resonate with the target audience. From engaging films, ads, and emails, all the way through to the delivery of the product, the messaging maintained a consistent, confident tone. Each interaction with the customer reinforced the idea of taking control, with Stirling’s charismatic voice guiding them at every step. This consistency carried through to the physical experience, with samples arriving in a discreet yet stylish black package, accompanied by a personalised letter from Stirling himself. The result was increased product awareness, a destigmatization of incontinence, and a significant rise in sample requests from men seeking discreet and empowering solutions.
Ad campaign
This campaign highlighted the effectiveness of using characters like Stirling Gravitas to engage audiences. By leveraging his existing appeal, we were able to deliver a message that empowered men to take control of their health and well-being.
Stirling Gravitas – The manliest of all manly heroes
