ZEAL has won its first ever Effie UK Award, taking home Silver in Seasonal Marketing for TENA Men’s Dry Manuary.
The Effies are the gold standard for marketing effectiveness. For more than 50 years, they have recognised work that delivers measurable impact. Judges don’t reward a nice idea. They want proof that the work changed behaviour and grew the business.
And that’s exactly what Dry Manuary did.
1 in 4 men over 40 experience bladder weakness, but only 2% buy products for it. 70% of men feel ashamed to talk about it, let alone look for a solution. TENA Men needed a new way to reach these men and break the taboo.
Dry Manuary used Dry January and a dose of dry British humour to make bladder health easier to talk about.
Then we made it easy to act. Instead of sending men to an aisle they’d spent years avoiding, we took TENA Men to the places they already feel at home: the beer aisle (a UK category first), rugby games and even our own pub.
The result was real behaviour change: more men talking, more men trying TENA Men for the first time, and £600k incremental sales in 12 weeks.
Dry Manuary shows what experiential-led, integrated activation can do. It turned apathy into action, changed behaviour and delivered real business results for our client.
As one of the few independents in the room, and the only brand activation agency to win, it’s a privilege to sit alongside so many of the industry’s best brands and agencies.
A huge thank you to the brilliant team at Essity for a true partnership, and to everyone at ZEAL who brought Dry Manuary to life.
Thank you also to the judges, and to the Effie UK team for a brilliant night celebrating effectiveness.
Our first Effie. Definitely not our last!