Lil-lets: How a Small Investment Safeguarded the Future of a Brand

Advertising for Lil-lets tampons since 1988. Brand was in slow but long-term share decline at end of 1987 (reasons explained).
Agency: Abbott Mead Vickers BBDOAuthors: Drusilla Gabbott, Sarah King and Tara MacLeod

Lil-lets: How a small investment safeguarded the future of a brand

INTRODUCTION

The subject of this case-study is the advertising for Lil-lets tampons since January 1988. At the end of 1987 the brand was in slow but long-term share decline. This prompted a change in agency and in advertising strategy, and it is the effect of the new strategy which is outlined in this case study.

This case-study shows the campaign was successful in gaining unprecedented levels of trial for the brand in a market...

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