Lil-lets - How the brand that whispered, prospered

Deborah Mills and David Hall

1994-5 campaign for Lil-lets tampons, which repositioned the brand and reversed decline in brand share in the face of: declining market due to increased competition from towels, health scares associated with tampons, and an aggressive competitor (Tampax).
Agency: Rainey Kelly Campbell RoalfeAuthors: Deborah Mills and David Hall

Lil-lets - How the brand that whispered, prospered

INTRODUCTION

This paper will show how a strong brand positioning idea, boldly executed in advertising, can enable a smaller brand to act as a giant-killer in the face of competitors with significantly bigger budgets, and can break the conventions which surround a highly sensitive advertising category.

The new advertising campaign for Lil-lets, launched in late December 1994, built a strong new positioning for the brand and reversed the decline in its brand share in the face of the following...

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