TENA Presents Its Adult Incontinence Pad with Humor
Laura McQuarrie — April 13, 2015 — Life-Stages
Since "incontinence" refers to a lack of control by definition, this is used as the premise of the 'Control' advertisement for an incontinence pad by TENA.
The commercial introduces Stirling Gravitas, a powerful character who is described as a "Man of a certain age, who’s in control of all aspects of his life." This is demonstrated by his ability to expertly park cars, dance on water, perform crazy yoga poses and have people obey his every command. As well as having control over all these things in his life, the man also throws in a mention of urine leakage at the end, although it's not an issue for him.
Rather than making this product seem like one that will take away some of your freedom, TENA suggests that its consumers will actually be able to do more, just like Gravitas, a do-it-all kind of guy.
The commercial introduces Stirling Gravitas, a powerful character who is described as a "Man of a certain age, who’s in control of all aspects of his life." This is demonstrated by his ability to expertly park cars, dance on water, perform crazy yoga poses and have people obey his every command. As well as having control over all these things in his life, the man also throws in a mention of urine leakage at the end, although it's not an issue for him.
Rather than making this product seem like one that will take away some of your freedom, TENA suggests that its consumers will actually be able to do more, just like Gravitas, a do-it-all kind of guy.
Trend Themes
1. Humorous Advertising - Humor can be used in sensitive product marketing to help ease the stigma surrounding certain health conditions such as incontinence.
2. Empowering Messaging - By showcasing the ways in which their product can make a consumer feel in control, companies can tap into a desire for power and independence.
3. Candidness in Marketing - Being open and candid about sensitive health issues in marketing can help destigmatize these health conditions.
Industry Implications
1. Health and Wellness - There is a growing demand for healthcare products that promote independence and quality of life in consumers.
2. Advertising and Marketing - Humorous and candid advertising campaigns can help create buzz and build brand recognition.
3. Media and Entertainment - Humorous advertising campaigns have recently gained popularity especially in social media platforms hence it is an area for companies to experiment humor in advertising and marketing practices.
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