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The brief: Men’s incontinence is widespread, yet almost entirely invisible and undiscussed. Men rarely search for solutions and instead rely on DIY fixes, leaving TENA Men underutilized, despite offering discreet, lifestyle-friendly products. The brief was twofold: raise awareness of the condition as common and manageable, and position TENA Men as the trusted, confidence-enabling solution that helps them Keep Control.

The solution: To succeed in this category, we didn’t need to just advertise a product — we needed to change how men emotionally and culturally perceived the condition and the category itself. That meant repositioning incontinence products away from associations with ageing and loss of control, toward something that helps men stay active, play sport, travel, socialise and live life normally. Our key insight came from male conversation culture: men don't stray away from talking about health problems, but they are more than eager to chat sports, physical ability, and what they believe they're capable of, often with considerable exaggeration. Whether it’s a belief of scoring with the best pros or defeating a wild animal, men are far more comfortable discussing their inflated capabilities than their personal health vulnerability. So, instead of opening with incontinence, we opened with confidence and let the product earn its place from there.

What we did: We surveyed 2,000 American men on sport and lifestyle topics, asking bold and outrageous questions: could they catch a championship-winning pass, land a commercial plane, or fight a wild animal? The responses led to stats like these: 1 in 2 men believed they would have a chance against a wild animal, and 1 in 3 thought they had the skills to make a field goal. These confident responses became the foundation of our campaign platform, "Brief Statements." We then juxtaposed these bold data points with a statistic that actually mattered: 1 in 3 men over 40 experience urine leakage. This shifted the conversation away from embarrassment and toward normalisation, control, and living life fully, positioning TENA Men not as a medical product but as a lifestyle enabler that helps men stay in the game.

The results: Brief Statements not only reframed male incontinence from a health issue into a manageable, everyday lifestyle condition, but also repositioned TENA Men as a confidence-enabling wellness product rather than just a symptom solution.
The campaign didn’t focus on the condition as an illness or negative — it stripped away the stigma around incontinence and reassured men that they could still live fully and keep control.