Zeal and Tena Men take rugby activation in store for a Dry January

Tena Men, the bladder weakness product designed specifically for men, has launched a campaign to tackle the stigma surrounding male incontinence. Created by brand activation agency Zeal, an interactive experience at the sold-out Big Game 16 at Twickenham on 28th December 2024 — an event that drew over 80,000 rugby fans — kicked off a month-long awareness campaign.

Tapping into the familiar concept of ‘Dry January,’ Tena Men partnered with Zeal to launch ‘The Dry Inn Clubhouse’ at the double-header* rugby match between Leicester Tigers and Harlequins, ahead of in-store activity that will run throughout January — a time of year when many focus on improving their health and wellbeing.

With 1 in 4 men over 40 experiencing bladder weakness — and only 38% believing they are in good physical health — the campaign aims to engage men aged 45+ and their female partners, who are often the primary purchasers, to help break the taboo surrounding the issue.

At Big Game 16, attendees were welcomed to The Dry Inn Clubhouse, a traditionally styled bar serving non-alcoholic drinks. Rugby was chosen as the ideal setting for its inclusive, team-oriented culture, which aligns with Tena Men’s mission to foster support and break the stigma around male bladder health. A mechanical bull-style rugby ball challenge added a fun, interactive element, creating an engaging experience that resonated with fans. The playful approach reinforced Tena Men’s goal of creating a positive, stigma-free environment where men could feel supported.

Former England rugby player Lewis Moody, who has personal experience with bladder weakness, met fans and shared his story, helping to normalise conversations around male bladder health. Attendees were also invited to visit private ‘changing [opinion] rooms’ for one-on-one consultations with Dr Patel from Embarrassing Bodies. These confidential sessions provided a comfortable space for men to discuss health concerns and receive expert advice.

Visitors also received £4 Money Off Next Purchase (MONP) coupons, redeemable in-store at major supermarkets, and a 20% off discount code for Tena’s washable absorbent underwear on their D2C website, providing an extra incentive to try Tena Men’s products and experience their benefits. Additionally, they could enter a prize draw to win signed Harlequins jerseys by scanning QR codes displayed throughout the event space.

Out-of-home displays at the grounds featured Tena Men creative assets, while organic content captured on the day — showcasing fan interactions, Lewis Moody’s engagement, and Dr Patel’s advice — was shared across Harlequins’ channels, Tena Men’s social platforms, and by contracted influencers, extending the activation’s reach. This will be further supported by in-store point of sale throughout January at leading retailers across the UK, including Tesco, Morrisons, Sainsbury’s, Ocado and Waitrose.

Zeal was responsible for the campaign concept, experiential event and in-store activation, while Tangerine PR supported on the social and media partnerships.

Mark Geddes, Brand Manager, Tena Men, said: “Bladder weakness affects many men over 40, yet social stigma often prevents them from seeking help. Working with Zeal, we combined expert advice with fun, interactive elements to open up conversations, empower men to take control and break the stigma around bladder health. The positive response at Big Game 16 has been fantastic, and we look forward to continuing this important dialogue with our in-store activity throughout January.”

Stewart Hilton, Founder & Joint CEO, Zeal, added: “Tena Men is committed to supporting men by encouraging them to take back control and tackle their health issues head-on — something that can be truly liberating. With “The Dry Inn Clubhouse,” we set out to create a bold, disruptive experience that would break down barriers and spark open conversations about men’s health. By combining expert-led support with fun, interactive elements and an ongoing in-store experience, we’re confident this activation will help empower more men to take control with Tena Men as they head into 2025.”