04.23.15
SCA has recently launched Tena disposable underwear in Mexico, giving it a huge business opportunity in a new territory for the consumer and the company.
Within the underwear segment, TENA has distinguished itself as a global leader in terms of absorption and safety with its pants products, and the the launch of TENA Discret in Mexico brings SCA into a new territory to strengthen its position as a market leader and gain marketshare from its competitors by attending to the consumer needs.The product is positioned as a new option for women who are looking for protection without sacrificing femininity. This is achieved by giving the product unique attributes including a new French cut, an exclusive nude color, thinner designs and lower wait cuts.
To help boost success in the region, SCA has embarked upon a digital campaign, which is already a viral success, generating more than 1.3 million views on Facebook in only one month. The campaign includes #SigueAdelante, a digital campaign based on strong and relevant consumer insight, an internal launch where more than 200 employees from the Mexican organization had the opportunity to get to know, experiment and engage with the brand strategy, a point of sale campaign, a media presence, advertising and giveaways.
Within the underwear segment, TENA has distinguished itself as a global leader in terms of absorption and safety with its pants products, and the the launch of TENA Discret in Mexico brings SCA into a new territory to strengthen its position as a market leader and gain marketshare from its competitors by attending to the consumer needs.The product is positioned as a new option for women who are looking for protection without sacrificing femininity. This is achieved by giving the product unique attributes including a new French cut, an exclusive nude color, thinner designs and lower wait cuts.
To help boost success in the region, SCA has embarked upon a digital campaign, which is already a viral success, generating more than 1.3 million views on Facebook in only one month. The campaign includes #SigueAdelante, a digital campaign based on strong and relevant consumer insight, an internal launch where more than 200 employees from the Mexican organization had the opportunity to get to know, experiment and engage with the brand strategy, a point of sale campaign, a media presence, advertising and giveaways.