Campaign details
Advertiser: Johnson & JohnsonBrand: Nett TamponsAgency: Isobar CourbevoieCountry: France
Objectives
CONTEXT
Since 2012, the tampon market has been eroding, with a 26% decrease in sales in 6 years (Nielsen_all mass channels_volumes sales from 2012 to 2017).
There are 3 main causes to this decrease:
- Regular crisis on tampon's composition have made consumers' defiant towards the category.
- New alternative solutions to intimate protection such as intimate cups have appeared and are quickly growing which gains 47,6% value in 2017 vs 2016(1).
- New contraception modes limiting bleeding during periods have also...