Agency: | Author: Fiona Barnett |
Tampax juvenile press campaign
Understanding the changing focus from Barbie to boys...
How an understanding of young girls and their attitudes to their periods contributed to a juvenile press campaign to drive recruitment into the Tampax brand across Europe.
This paper will concentrate on the planning insights gained into the declines in the juvenile market, and how a clear understanding of the target market audience allowed the creative team to create award winning advertising that clearly and emphatically communicated the benefits of Tampax and encouraged a reappraisal of the brand.