By The Drum Team, Editorial

July 11, 2012 | 2 min read

TENA Protective Underwear has signed a deal with Channel 4 Sales, which will see it sponsor daytime programmes in the ‘timeless classics’ strand on GOLD, Yesterday and Alibi.

Developed and negotiated by Carat Sponsorship, the sponsorship will include idents featuring a leading lady who is wearing the product under her clothing and focuses on those elements of a TV shoot that usually remain unseen by the viewer.

Amanda Burningham, associate director at Carat Sponsorship, said: “We needed to develop a sponsorship that perfectly targeted the TENA audience, whilst offering longevity and the opportunity to engage the audience by bringing the brand’s key messages to life. The partnership with C4:UKTV has been created to reinforce the message that bladder weakness should not stop consumers from being themselves and enjoying life.”

The idents, created by Biscuit, will run for six months as part of the campaign, which will launch tomorrow.

Ines Wessels, brand manager at TENA, said: “An innovative campaign was essential to target consumers in new ways and we are delighted to be collaborating with Channel 4. This is a great example of how tackling the issue of bladder weakness in a mainstream and creative way can help us in our objective to break down barriers and improve acceptance of this very common condition.”


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