Tena Men bolsters 'leaky defences' with rugby tie-up

Tena Men is tapping into “dry January” for a new campaign designed to tackle the stigma surrounding male incontinence, fronted by former England rugby player and bladder weakness sufferer Lewis Moody.

Created by agency Zeal, the month-long initiative kicked off in the run up to New Year at the sold-out “Big Game 16” at Twickenham – a rugby match between Leicester Tigers and Harlequins that drew over 80,000 rugby fans – with the launch of “The Dry Inn Clubhouse”.

Featuring a traditionally styled bar serving non-alcoholic drinks, the interactive clubhouse included a mechanical bull-style rugby ball challenge, which was designed to create an engaging experience that resonated with fans.

The approach was aimed at reinforcing Tena Men’s goal of creating a positive, stigma-free environment where men could feel supported.

With 1 in 4 men over 40 experiencing bladder weakness — and only 38% believing they are in good physical health — the campaign aims to engage men aged 45+ and their female partners, who are often the primary purchasers, to help break the taboo surrounding the issue.

Moody, who has personal experience with bladder weakness, met fans and shared his story, helping to “normalise” conversations around male bladder health. Attendees were also invited to visit private “changing [opinion] rooms” for one-on-one consultations with Dr Patel from Embarrassing Bodies. These confidential sessions provided a space for men to discuss health concerns and receive expert advice.

Visitors also received £4 money off next purchase coupons, redeemable in-store at major supermarkets, and a 20% off discount code for Tena’s washable absorbent underwear on its direct to consumer website, providing an extra incentive to try TENA Men’s products and experience their benefits. Additionally, visitors could enter a prize draw to win signed Harlequins jerseys by scanning QR codes displayed throughout the event space.

Out-of-home displays at the grounds featured Tena Men creative assets, while organic content captured on the day — showcasing fan interactions, Moody’s engagement, and Dr Patel’s advice — was shared across Harlequins’ channels, Tena Men’s social platforms, and by contracted influencers, extending the activation’s reach.

This will be further supported by in-store point of sale throughout January at leading retailers across the UK, including Tesco, Morrisons, Sainsbury’s, Ocado and Waitrose.

Zeal was responsible for the campaign concept, experiential event and in-store activation, while Tangerine PR supported the social and media partnerships.

Tena is owned by Essity, a global hygiene and health company that sells personal care, tissue, and professional hygiene products, including Bodyform, Libero and Leukoplast.

Tena Men brand manager Mark Geddes said: “Bladder weakness affects many men over 40, yet social stigma often prevents them from seeking help. Working with Zeal, we combined expert advice with fun, interactive elements to open up conversations, empower men to take control and break the stigma around bladder health. The positive response at Big Game 16 has been fantastic, and we look forward to continuing this important dialogue with our in-store activity throughout January.”

Zeal founder and joint CEO Stewart Hilton added: “Tena Men is committed to supporting men by encouraging them to take back control and tackle their health issues head-on — something that can be truly liberating.

“With ‘The Dry Inn Clubhouse’, we set out to create a bold, disruptive experience that would break down barriers and spark open conversations about men’s health. By combining expert-led support with fun, interactive elements and an ongoing in-store experience, we’re confident this activation will help empower more men to take control with Tena Men as they head into 2025.”

Tena Men bolsters ‘leaky defences’ with rugby tie-up

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