MoliCare campaign turns bladder weakness into an undercover mission
Serviceplan Cologne is using genre-based storytelling for MoliCare: A campaign modeled after mafia and spy movies breaks the taboo surrounding urinary incontinence in men—using humor instead of shame.
MoliCare campaign against bladder weakness: humor as a strategic door opener
Mild bladder weakness in men is widespread - and yet it remains a topic that is rarely talked about. The German Continence Society assumes that around 15 percent of women and ten percent of men across all age groups suffer from incontinence. According to their own figures, only around 15 to 20 percent currently receive appropriate care. With a new MoliCare campaign for bladder weakness, Serviceplan Cologne is breaking this taboo in a surprising way - and positioning the HARTMANN brand MoliCare® as a self-confident answer to an everyday problem that is kept secret by millions.
At the heart of the awareness and brand positioning campaign is a 20-second film that plays with familiar genre codes from mafia and spy films. A short, pointed scene condenses the theme into a clear metaphor: stay in control, remain undetected, be confident. The communication is aimed specifically at men aged 45 and over.
Replace shame with humor
The campaign turns dealing with mild bladder weakness into an undercover mission - not as a game of hide-and-seek out of shame, but as an expression of quiet confidence. Humour serves as a strategic door opener: by playing with familiar genre codes, the film surprises its audience, breaks expectations and creates closeness without trivializing the topic.
«Bladder weakness is treated like a secret that nobody is allowed to admit. That's why we told a story about it - about a leak that nobody wants to be responsible for,» says Andy Wyeth, Managing Creative Director at Serviceplan Cologne. «By using a familiar gangster movie world and giving it a creative twist, we replace shame with humor and give men permission to be more relaxed about a topic that affects millions.»
Show product benefits instead of explaining them
Under the claim «Made to make a difference», the campaign also emphasizes the key product benefits of MoliCare®: faster absorption and reliable anti-leakage protection. The film is not intended to explain, but to show with a twinkle in the eye the attitude to life that can arise from using the product.
«We wanted to show MoliCare® as a reliable and innovative brand in everyday life,» says Katrin Royar-Dobirr, Global Director Marketing Communication at HARTMANN. «Instead of classic healthcare communication, we decided to take a creative, surprising approach together with Serviceplan Cologne. Away from health images and towards a creative narrative that deliberately changes the way people talk about bladder weakness.»
Digital First MoliCare campaign in several markets
The digital-first campaign will be played out via YouTube, social media and other digital touchpoints. In addition to Germany, adaptations are being implemented in other markets, including France, Belgium and Spain. Further flights are to follow.
As the creative lead agency for HARTMANN, Serviceplan Cologne was responsible for the strategy, concept and creation of the campaign. Serviceplan Make realized the production. External production partners were Neverest (Poland) for moving images and photography; Mikal Boland directed, Jacek Lukasiewicz was responsible for photography and Mateusz Wiater was responsible for videography.
Further information on the MoliCare® brand and its products can be found on the HARTMANN website: https://www.hartmann.info/de-de/brands/molicare
Responsible at HARTMANN: Katrin Royar-Dobirr, Global Director Marketing Communication. Responsible at Serviceplan Cologne: Andy Wyeth, Managing Creative Director. Production: Serviceplan Make. Moving image and photography: Neverest (Poland); Director: Mikal Boland; Photography: Jacek Lukasiewicz; Videography: Mateusz Wiater.
