Naturella – Sanitary Pad Launch
Brand Name: Naturella Mother NatureAdvertiser: Procter & GambleAgency: Leo BurnettPrize: BronzeCategory: Toiletries & Beauty
SUMMARY
This case study demonstrates how a deeply insightful strategy and a strong holistic execution quickly established the 'Naturella' brand as a serious competitor in the Russian and Polish sanitary pad markets. By eschewing the rational promises that characterised competitive advertising and seeking to connect with the target audience on a more emotional level, incredible advertising cut-through was achieved despite relatively low share-of-voice. This, combined with innovative store level activity,...