Tampax – Outsmart Mother Nature

Category: Healthcare-OTC
Brand/Client: Tampax
Primary Agency: Leo Burnett Chicago / Digitas
Media Agency: SMG United
Contributing Agencies: Arc

STRATEGIC CHALLENGE

We know the “Femcare” category is boring. All brands talk about no leaks, better protection and product details – it's hard to tell one brand from another because it's all the same. Most category ads are coded with cliché imagery: flowers, white pants, short skirts and messages about feeling womanly, being carefree. Women aren't interested in hearing about tampons – thinking about that time of the month is gross!

Challenged by an aggressive competitor

Tampax Pearl had grown at a double-digit pace since its launch in 2002. We owned the category standard of protection and we had a product that consumers thought was new and different in the category. Business was great … until 2007, when our closest competitor, Playtex, began to heavy up their communication and pull in new users by focusing on product innovation and making direct claims against Tampax Pearl protection.