Campaign details

Brand: P&G
Agency: MSL UK at PG One


This topic of period poverty first hit main stream media in the UK in 2016, with a steady stream of coverage since. Against a backdrop of various movements and campaigns calling for gender equality over the past eighteen months, the issue has gained real traction. Some retailers announced they would waive the 'tampon tax' and competitor femcare brands have been donating free product to the cause. Always wanted to go above and beyond these short term solutions and position the brand as the category leader, making a long term commitment to help end period poverty in the UK and subsequently generate love for the brand.

In addition, the pads category has been in decline over the past few years with diminishing display support from retailers, impacting negatively on the brand's penetration. The brand needed to offer retailers, differentiation plans to unlock additional display support.