• by Tanya Gazdik , April 12, 2010

SCA's Tena has enlisted six-time Olympic Luger Anne Abernathy as a spokesperson for the company's bladder control products. 

The campaign, with the tagline "Be Tenacious," includes a partnership with Healthywomen.org. Abernathy, known as "Grandma Luge," has made a career of breaking barriers. She holds the Guinness World Record for the oldest woman ever to compete in the Winter Olympics and is the first woman over age 50 to participate in the Winter Games. Her 18-year Olympic career started after age 30, when most athletes typically retire, and continued through life-threatening injuries, cancer, and 16 knee surgeries.

Abernathy will share her experiences with bladder control issues to kick off the campaign that will also feature educational content developed by HealthyWomen.

"This condition has an extraordinary taboo attached to it and a significant physical and emotional impact on the lives of those facing it. That is why we believe that taking a long-term approach grounded in understanding, advocacy and true product innovation, will really make the difference," says Spencer Deane, Vice President of Marketing for SCA Personal Care North America.

The campaign will feature online and offline programs, including the creation of two Web portals with information on bladder control issues and insights from Abernathy. Women who are confronting the condition head-on will also be featured in the campaign. More than 25% of women over age 40 face bladder control issues, according to SCA.

Unlike its competitor, Kimberly Clark -- which recently signed Whoopi Goldberg as its spokesperson and is taking a lighthearted approach to the sensitive topic -- Philadelphia-based SCA's campaign is more seriously oriented. SCA is focused on breaking the stigma of the category and getting men and women to understand the condition and that there are modern, innovative products out there that can help them lead active lives.

"Be Tenacious" is the latest extension of the Tena "Bladder Talk" campaign, launched in 2009 to get women to open up. In late 2009, Tena created a national ad campaign, "The Evolution of Bladder Protection," which put a stylish spin on marketing bladder protection products.