Naturella - Mother Nature’s gift: how communications drove one of the most successful launches in one of the most challenging marketplaces in the world

Launched by Procter & Gamble, Naturella is a mass market feminine hygiene product available in several markets around the world.
Agency: Leo BurnettAuthors: Gurdeep Puri and Mark Stockdale

Naturella – Mother Nature's gift: how communications drove one of the most successful launches in one of the most challenging marketplaces in the world

INTRODUCTION

Right now, roughly 10% of the world's women are menstruating. And they will do so, regularly, for 30–40 years of their life. 'Feminine Care' (femcare) is thus big business – about US$16 billion a year worldwide, of which roughly US$10 billion is pads1.

But it's also an exceptionally challenging category in which to do business. Periods are a tricky topic, and not...

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