Lil-lets Tampons: 'It's not what you say it's how you say it'

Understanding the target audience and finding the ‘right tone of voice’ was key to the planning of an advertising campaign for Lil-lets tampons.
Agency: Abbott Mead VickersAuthor: Drusilla Gabbott

Lil-lets Tampons - 'It's not what you say, it's how you say it'

 

INTRODUCTION

This paper demonstrates the role planning played in developing an existing campaign; its contribution was significant. Planning brought the creative team to a much clearer understanding of what teenage girls in the 1990s were really like, something it was almost impossible for any adult to understand without speaking to them directly. In understanding the target audience, planning discovered how the advertising's tone of voice could be used to far greater creative effect in developing...

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