Part of the art of copywriting is completely immersing yourself in your clients product, tone of voice and proposition. Receiving the brief from the Lights by TENA team did cause a few giggles but once we got writing we learned so much about the importance of pelvic floors and how our bodies change during pregnancy and then with menopause. The copy has been used across various advertorials and websites and it’s lovely to see how their campaign has grown over the past couple of years.
If I say that chicken/egg really knows what the best way for a brand to engage with the female audience is it may come across too generic, but I mean it 100%. Whether it be tone of voice in the copy, ideas for a social media campaign or brand repositioning, Karen and her team’s expertise and contribution are invaluable.