Tampax - Juvenile press advertising Tampax - Juvenile press advertising

Fiona Barnett

How an understanding of young girls and how periods affect their lives contributed to a juvenile press campaign to drive recruitment into the Tampax brand across Europe.
Agency: Abbott Mead VickersAuthor: Fiona Barnett

Tampax - Juvenile press advertising

UNDERSTANDING THE CHANGING FOCUS FROM BARBIE TO BOYS...

How an understanding of young girls and how periods affect their lives contributed to a juvenile press campaign to drive recruitment into the Tampax brand across Europe.

DEFINING THE PROBLEM

Tampax was suffering a decline in share across the UK market. This was perceived to be largely as a result of P&G's entry into the market with the extremely thin and effective sanitary towel 'Always'. To validate this assumption, we undertook an extensive analysis of the market,...

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