o.b. mighty. small.
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | July 2007–June 2008 |
Start of Advertising/Communication Effort: | July 2007 |
Base Period for Comparison: | Historical Trends |
This describes the re-positioning and re-launch of o.b. tampons in the U.S. following its re-launch here in Canada. It is the story of how an underdog brand in the competitive and loyal tampon category – with significant barriers to use – was able to reinvent itself and overcome these challenges. This isn't just a story about the power of advertising, but rather about the power of a meaningful, believable and ownable big idea for a...