Creating a sympathetic brand for a sensitive issue

The Challenge

Athena Feminine Technologies is a US business that has brought an innovative new technology to the huge worldwide market for female incontinency solutions.

Their key product is an electronic device designed to strengthen the pelvic floor and actually solve the key underlying cause of female incontinency for good. This is in marked difference to the market-leading products, which aim simply to cope with the problem rather than offer a lasting solution.

Our task was to design, execute and launch a brand for Athena – from scratch – and one with the presence and power to build confidence, awareness and sales from day one.

The Solution

Our brief was to develop a cohesive brand, then roll-out press and online advertising in support of a national (UK) TV campaign.

We decided on an illustrative route to avoid the ‘But that’s not me!’ reactions that can often be associated with photographic representations.

Our research revealed the insight that sufferers want the freedom to lead an active life and will embrace any technology that gives them that freedom. We developed a series of scenarios for the advertising campaign, each one highlighting a situation likely to be challenging and potentially embarrassing for women suffering from stress or urge incontinence. It was vital that women who might shy away from a diagnosis of incontinence were able to recognize their own experiences in the scenarios outlined.

This informed our development of a bright, colourful, positive design language, coupled to a realistic and reassuringly human tone-of-voice.

The Outcome

Athena launched in the UK with a coordinated TV, press and online campaign. The aim was to generate a direct response to UK call centres. Sales grew strongly and steadily, supported by good PR and the endorsement of medical practitioners. We are currently working on the next evolution of the brand and the launch of new products.