Tena Men on breaking category taboos to drive growth
Tena Men is working to rewrite the language of male incontinence to address stigmas around the subject and drive growth for its brand.
· Marketing WeekBy Niamh Carroll 12 Nov 2026 1:36 pm
Consumers don’t think about brands nearly as much as marketers do, is an almost-universally acknowledged truth. Brands can count it as a win if a consumer thinks about you long enough to put you in their basket.
But imagine operating in a category that, while applicable to much of the population, those who might make use of it are often embarrassed to think about.
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