o.b. mighty.small.

This article describes the re-positioning and re-launch of o.b. tampons in the U.S.

o.b. mighty. small.

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):

July 2007–June 2008

Start of Advertising/Communication Effort:

July 2007

Base Period for Comparison:

Historical Trends

This describes the re-positioning and re-launch of o.b. tampons in the U.S. following its re-launch here in Canada. It is the story of how an underdog brand in the competitive and loyal tampon category – with significant barriers to use – was able to reinvent itself and overcome these challenges. This isn't just a story about the power of advertising, but rather about the power of a meaningful, believable and ownable big idea for a...

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