Discreet Tanga – Boy

Brand Name: Discreet Tanga - Boy
Advertiser: Procter & Gamble
Agency: Leo Burnett Warsaw
Prize: Gold/Best Small Budget
Category: Toiletries & Beauty


Breaking with category communication standards, coming up with insightful strategy, and connecting with consumers on an emotional level allowed Discreet to win over the Central and Eastern European marketplace. Discreet not only exceeded all its objectives by growing volume shares by 5.4% points and value share by 6.4% points, but also managed to open consumers' hearts and minds despite the extremely intimate character of the product.