New Ad Campaign Takes the Sting Out of Omnipresent Taboo

ITMS Marketing creates new cross-media campaign for major manufacturer of incontinence products

SENI kicks off its advertising offensive for its personal hygiene products to the German market. One of the leading brands of the TZMO Group, SENI has set its sights on taking the taboo out of a very common, still unmentionable problem: a weak bladder. The new online video spots, ads, and designated SENI website platforms have been positioned to reach out directly to the online affinity of their very vital target groups. The idea for the new campaign has been developed by the ITMS Communications Agency, active partner of the TZMO group since 2014, who also planned and realized the entire visual and verbal concept.

The TZMO Group is a leading manufacturer and supplier of medical, personal care and hygienic products, with a broad portfolio consisting of 15 different brands. The globally active company caters to nearly 80 markets internationally. For TZMO Germany, this is not just their first online campaign, but also the first campaign specifically developed for the German market. Created for the active, 50+ age set, it shatters the social taboos associated with a vital generation's most inconvenient problem.

The new advertising campaign is differentiated toward men and women affected by one common, unmentionable problem: an unpredictable bladder. Its emotional pitch is, matter-of-factly, non-emotional. In text and pictures, the product you see is the one you don't: no embarrassment, no furtive glances, no isolation. Just fun, good times and easy-going togetherness. With their new advertising, SENI successfully depicts normal situations with normal people - while providing, in the same frame, the products to sustain that normalcy for those afflicted. Research shows that 40 % of women between the ages of 45 and 60 suffer from incontinence to some measurable degree.

Situations everyone can identify with: "Ain't no shame in having fun":
Two video spots - one concentrating on this common plight of women, one on the men's - evolved out of extensive planning and elaborate filming on location. Reaching out to the target groups with two everyday scenarios with friends: soccer games and cinema visits, the videos also provide the theme sets for print ads, promotional materials and designated websites.

The slogans, "Stronger than any back 4 defense", and, "In my life's story, I'm the director", play on the story lines of the soccer spots and cinema. Key video scenes have been reproduced for print media to strengthen recognition of the two messages. B2B advertising reflect the print media identity with the focus on product features and information.

The original story lines were created and developed by ITMS, a creative communications agency located in the spa resort town of Bad Nauheim on the outskirts of Frankfurt, Germany. The creative direction, including video spots, print advertising and website platforms, was held by art director Arturo Goosmann-Seminario. Thomas Kessler and his production team led the shooting of the 20 and 30 second video spots. A photo shooting held parallel to the video brought the desired image photos reflecting the campaign in various online, print and PoS (Point of Sale) activities.

Communication to targeted customers takes place primarily online, including viewing at the media libraries of Germany's most popular TV channels. To best reach this active target group, diverse online channels are being accessed. The new print ads supporting the campaign have been scheduled in relevant lifestyle and health publications, as well as complimentary magazines distributed by pharmacies and drug stores. Care professionals are being specially targeted through B2B publications. To complete the broad-based coverage, the video spots with be aired on monitors in pharmacies and personal care departments throughout Germany. 

Christina Wamser

Account Manager