Grand Prix Launch For New TENA For Men - Puts Men In Control! UK

Main Category: Urology / Nephrology
Also Included In: Men's health
Article Date: 07 Apr 2008 - 3:00 PDT

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TENA, the UK's leading bladder weakness brand has launched a brand new product designed exclusively for the male market - TENA for Men. With 3.6 million men in the UK with bladder control difficulties, it is a far more common problem than most people realise.

There are two TENA products specifically engineered for men with mild to moderate bladder weakness, both retailing at £4.49 per box. Level 1 gives light protection for men who only lose small drops of urine whilst Level 2 gives greater absorption. The anatomic design and the use of highly absorbent granules in their construction ensures that TENA for Men pads are discreet and secure.

TENA is putting a £1 million spend behind the launch which focuses on its sponsorship of TENA for Men Honda - a team competing in the British Superbike Championship. Press and online ads will support the Superbike association which includes a tie in with Orchid, the Men's Cancer charity - prostate cancer is a major cause of bladder weakness in men. The British Superbike Championship receives over 1 million TV viewers each race and crowds of 35,000 at each event.

"Bladder weakness has been a hidden problem for millions of men," says TENA's Marketing Manager Nick Foulger. "The launch of TENA for Men is a great opportunity for pharmacists to expand their range of bladder weakness products for a growing male market.

TENA for Men is one of several brands owned by Sweden's manufacturing hygiene heavyweight, SCA Group. SCA's existing brands include Bodyform, Velvet toilet roll and TENA products for feminine hygiene.

The UK incontinence market, currently valued at £44.4million, grew 12.2% in 20061 (year on year 05 / 06). In the same period the TENA brand, which represents 82.4% of the total market, grew by 18.2%. SCA Hygiene invested £6million in 2007 for the promotional spend on TENA and similar levels of growth have been shown since.

http://www.tenaformen.co.uk
http://www.tenaformenhonda.co.uk

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