Procter & Gamble Company: Rely campaign

Procter & Gamble Company's (P&G) Rely brand of tampons was short-lived but turned the U.S.

Procter & Gamble Company: Rely campaign

Mariko Fujinaka

Overview

Procter & Gamble Company's (P&G) Rely brand of tampons was short-lived but turned the U.S. market for menstrual, or catamenial, products upside down. Introduced nationally in early 1980, Rely was P&G's first entry in the $1 billion tampon and sanitary napkin category. Backed with an estimated advertising budget of $16 million in 1980 and help from advertising agency Benton & Bowles (later DMB&B), Rely quickly gained market share and appeared poised to overtake the leading brands, particularly the market leader Tampax Inc. Former public relations manager Marjorie Bradford recalled P&G's string...

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