BECAUSE it's not the cheeriest of topics, advertising for products that treat women's urinary incontinence tends to steer clear of medical terminology. Poise, a Kimberly-Clark brand, uses the term "light bladder leakage," while Tena, an SCA Personal Care brand, uses one that could just as easily describe the kitchen sink, "unexpected leaks."
While their euphemisms differ, the brands have shared a strikingly similar approach in stressing absorbency. Both assign their products an absorbency rating on a scale of 1 to 5, with Poise Ultimate Absorbency and Tena Ultimate Absorbency representing their most substantial offerings.
Now Tena has decided that the absorbency approach is passé. It is removing references to absorbency from the names of most of its urinary incontinence products, and renaming them with what it calls lifestyle terms: Active, Stylish and Anywhere.
"Discover fearless protection for the unexpected leak," says a spokeswoman at the beginning of a new commercial for the brand. "Designed to fit your lifestyle."
Three women dance ecstatically while presumably wearing the products. "Stylish is form-fitting," the spokeswoman says, as a woman is shown in a short chiffon dress. "Active moves with you," she continues while a woman is shown in comfortable pants and a jersey. "And Anywhere gives all-day comfort," she adds, as a woman is shown professionally attired in a skirt and blouse.
The commercial, by the Joey Company in Brooklyn, was introduced Monday, and the campaign also includes print, radio and online advertising. Tena, which declined to reveal advertising expenditures for the campaign, spent $13.8 million on all United States advertising in 2012, according to the Kantar Media unit of WPP.
Robert W. Wilson, vice president of consumer sales for SCA Personal Care in North America, said the brand was taking cues from baby diaper brands, which have long marketed products like Pampers Cruisers and Huggies Little Movers.
Focus groups indicated that "technological language such as absorption used on incontinence product packaging" does not resonate, said Mr. Wilson, adding that consumers "are looking for a more intuitive approach to get products that fit with their lifestyle."
Although the new designations may not telegraph efficacy to everyone, the meaning may be clearer to those with the problem.
"What's interesting about the new approach," Mr. Wilson said, "is that consumers played back to us that they intuitively understood the absorption levels of each of these, that Stylish is the least absorbent, Active is more absorbent, and Anywhere is the most absorbent."
Tena will keep absorption terminology for higher absorbency lines, since as many as 40 percent of those purchases are made by caregivers who prefer more literal descriptions, Mr. Wilson said.
About 25 million American adults experience some form of urinary incontinence, and as many as 80 percent are women, according to the National Association for Continence, a nonprofit group with a memorable toll-free number, 1-800-BLADDER. The cause is often weakened pelvic floor muscles, which can stem from pregnancies and childbirth, menopause and weight gain.
Nancy Muller, the executive director of the group, reviewed the new advertising and marketing approach by Tena, and said, "moving away from the degree of severity or degree of absorbency makes sense" because "it dovetails with the quality of life concerns that baby boomers in particular have."
Ms. Muller was less impressed with the coinage of "unexpected leak" by Tena, whose parent company is a financial supporter of her organization.
"The term 'unexpected leak' has an underlying message that, 'This just happened to you and there's nothing that you could have done,' " said Ms. Muller, whose organization promotes pelvic exercises to reduce and prevent incontinence.
Kimberly-Clark, with both the Poise and Depend brands, commands a 56.1 percent share of the $1.35 billion adult incontinence products market in the United States, followed by SCA Personal Care with a 10.1 percent share, according to data for the 52 weeks ending March 24 compiled by SymphonyIRI Group, a market data firm. Store brands collectively account for a 31.5 percent share.
Tena, which estimates that more than half of women with the condition use feminine care products instead, is as interested in redirecting those consumers to the category as in luring them from competing brands.
Poise in the last year has stressed the link between an overactive bladder and menopause, introducing a series of videos called "The 2nd Talk" that encourage the same sort of frank conversations about menopause that parents have with adolescent girls about menstruation. The brand has also introduced menopause products beyond the scope of bladder health, like a cooling roll-on gel and towelettes for hot flashes.
The Tena campaign, pitched to women ages 35 to 64, does not emphasize menopause, because, as the brand says in marketing materials, "The unexpected leak is not an age thing, it's a stage thing."
Advertising for difficult topics often takes a humorous approach, but not so with the new Tena campaign.
"We wanted to avoid humor and create advertising that was inspiring and empowering," said Joey Cummings, chief executive of the Joey Company. "The unexpected leak can put women in that situation where they say, 'Geez, maybe I won't have that cup of coffee until I get to the office,' but what's being celebrated here is you don't need to compromise."
New radio ads aim to reach female commuters who worry about having a problem while traveling. "If you're in a car, you're not necessarily accessible to a restroom," Ms. Cummings said. "It's a captive audience — in more ways than one."
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