Subject Index
 

John & Johnson's Greek tampon brand o.b. wanted to speak to its audience in a modern and creative way, and thus establish an emotional affinity with its 17-24 year old target audience. To do so, it so ...

Launched by Procter & Gamble, Naturella is a mass market feminine hygiene product available in several markets around the world. The 2002-5 campaign in each market used TV, supported by in-trade commu ...

Breaking with category communication standards, coming up with insightful strategy and connecting with consumers on an emotional level allowed Discreet to win over the Central and Eastern European mar ...

This case study demonstrates how a deeply insightful strategy and a strong holistic execution quickly established the 'Naturella' brand as a serious competitor in the Russian and Polish sanitary pad m ...

This campaign for Always feminine protection set about countering a loss of share among older teenage girls (in the 16-19 year old bracket). These girls were rebelling against their 'mother's brand', ...

Campaign for Procter & Gamble’s fem-care product Always. Objective: brand differentiation, communicating functionality and brand values. Media used: TV, women’s magazines, washroom posters, postcards, ...

1999-2001 campaign for Sancella Pty Ltd's TENA incontinence products. Objective: to de-stigmatise female incontinence and encourage women to use the products without embarrassment. Included launch of ...

Vania Expansion's task was to promote their 'Nett' tampon at the expense of their direct rivals. The television campaign retained Nett's image as the most feminine brand in the category and the descri ...

Feminax was a new brand for radio and its manufacturer Roche wanted to evaluate the success of the campaign and assess the suitability of radio for the brand's future advertising plans. The campaign ...

This paper concentrates 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 ...

This paper outlines how planning was fundamental in developing a new and hugely successful teenage press advertising campaign for Proctor & Gamble's market leading-sanitary towel brand, Always. Always ...

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 associat ...

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.

1985 launch of Always, a Procter & Gamble feminine hygiene product. Brand offered new technology and benefits, in well-established and competitive market. Rationale for creative strategy described. TV ...

Understanding the target audience and finding the ‘right tone of voice’ was key to the planning of an advertising campaign for Lil-lets tampons. Its aim was to recruit girls aged 11-15 to the brand, e ...

Since the successful launch of Stayfree Prima in October 1991, competitors have responded by launching their own version of the ultra thin pad. In spite of these efforts Stayfree Prima still holds th ...

Advertising for Lil-lets tampons since 1988. Brand was in slow but long-term share decline at end of 1987 (reasons explained). Gaining trial was the main advertising task, but perceived difficulties i ...