TENA Wants NBA Fans Talking About Their Bladders

TENA, the incontinence care brand owned by Essity, is now a Proud Partner of the Philadelphia 76ers and presenting sponsor of "Blocking the Stigma," a season-long campaign built around the team's actual shot-blocking. For every block the 76ers record this season, TENA will donate up to $25,000 worth of incontinence products to a Philadelphia-area community organization.

The campaign mixes in-arena signage, digital content, and social activation around a statistic the brand is leaning on hard: by its own research, one in four men over 40 will deal with bladder leaks at some point. "We're excited to partner with the Philadelphia 76ers in this new chapter," said TENA North America marketing director Hazel Villarreal, framing the goal as showing men that leaks do not have to sideline them.

Pairing a taboo health topic with a pro sports team is not a new trick, but tying the donation to an in-game stat the players control is a smart way to keep the brand attached to actual plays instead of just a courtside sign nobody reads.

Source: PR Newswire (TENA)

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →