TENA Wants to Liberate the Narrative Around Menopause and Middle Age

The brand's latest spot takes an unflinching look at an issue that's still taboo despite affecting half the population

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From rogue beard hairs and night sweats to hormonal rage, lube-fueled intimacy and bladder weakness; the menopause throws up a host of challenges for women. Though despite its impact on half the population it’s still a taboo topic. Enter, incontinence brand TENA, which has been rewriting the narrative through its marketing.

The business, owned by Swedish personal care group Essity has just unveiled “The Last Lonely Menopause,” a campaign crafted with longtime agency AMV BBDO.



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