TENA Men has undergone a packaging refresh as it seeks to shake off the embarrassment factor associated with buying bladder weakness items.

According to the brand, one in four men over the age of 40 experiences urine leakage yet only 48% of them are buying male protection [Kantar Data 52 w/e 01 Feb 15].

“This means that either men are getting someone else to buy it, use no protection at all or are turning to homemade solutions,” Donna Wilson, brand manager for TENA Men said.

The former light blue and green boxes have been replaced with darker hues to sit alongside other male healthcare products in a bid to help men feel comfortable when selecting the items.

In addition, a new on-pack absorbency indicator showing the different levels of protection offered by the range of absorbent pads, shields and protective underwear has been factored into the design.

“We have given the TENA Men range a refresh, with a new shape and colour scheme, to encourage trial and purchase amongst men,” Wilson added. “We are hoping that the change in look will give men the confidence to buy TENA Men on their own and deal with their urine leakage.”