Procter & Gamble Company: Tampax Satin Touch campaign

Tambrands Inc. (acquired by Procter & Gamble Company in 1997), the manufacturer of Tam pax brand tampons, dominated the tampon industry for decades.

Procter & Gamble Company: Tampax Satin Touch campaign

Mariko Fujinaka

Overview

Tambrands Inc. (acquired by Procter & Gamble Company in 1997), the manufacturer of Tam pax brand tampons, dominated the tampon industry for decades. In the early 1990s, how ever, the company found itself in a precarious position as corporate mismanagement and poor marketing strategies caused its market share to slip. While Tambrands was distracted by the task of correcting its financial messes, competitors embraced the opportunity to hone in on Tambrands' hefty market share by intro ducing new products and implementing heavy promotional programs. Tambrands assumed that its longtime...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands