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Opinion

Margaux Revol, Senior Strategist at AMV BBDO, reflects on Bodyform’s #bloodnormal initiative that took the Glass Lion Grand Prix at Cannes Bodyform/Libresse (Essity) is a Feminine Care brand with a global presence, but still a challenger, far behind the P&G giants (Always and Tampax), particularly in the UK.

Case Study

Bodyform, a brand of feminine hygiene products, got its company to think and act more boldly than ever before in order to bring to life its purpose and make a meaningful difference to women.

Case Study

Bodyform, a feminine hygiene brand, used YouTube to help it launch a powerful film that broke the taboos surrounding periods.

Case Study

Bodyform, the feminine hygiene brand, used a digital film to break taboos and connect with women globally.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Case Study

This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.

Case Study

This case study describes how the feminine hygiene brand U by Kotex toppled consumer trust in competing brands in the US with a social media-led campaign.

Case Study

This case study reveals how the launch of Lil-Lets Teens helped Sanitary Protection brand Lil-Lets to attract a new audience and reverse a decline in sales in the UK.

Article

This article demonstrates the importance of innovation to brands and how to brand innovation once it has been developed.

Case Study

This case study explains how feminine hygiene brand U by Kotex added meaning to its brand by creating a social movement in the US to inform and empower young women on issues surrounding feminine health.

Case Study

This US case study describes the response of U by Kotex (UBK), a feminine care brand, to attack ads from a category rival.

Research Paper

In traditional cause-related marketing (CRM) campaigns, marketers focus on a promoted product and ads contain CRM messages only in small print at the bottom.

Case Study

The feminine care category was old, tired and boring. Girls didn't like shopping for pads, tampons and liners, and retailers didn't like displaying them anywhere other than the fem care aisle.

Article

This paper provides an overview of the sanitary paper products industry in the United States, including facial tissues and handkerchiefs, table napkins, toilet paper, paper towels, disposable diapers, and sanitary napkins and tampons.

Case Study

In a low interest, highly competitive and declining category how do you grab the attention of consumers that are tuned out to femcare advertising and ultimately, grow the Tampax Pearl franchise? Although Tampax was the category leader since its launch in 2007, it was leading a declining tampon category (3% decline per year).

Gunn Report

Contains the campaign video of 'Zack Johnson' for Tampax by the agency Leo Burnett in the US.

Gunn Report

Contains the digital creative 'Zack Johnson' and 'Zack Johnson' for Tampax by the agency Leo Burnett / Arc Worldwide in the US.

News

CINCINNATI: Brands must be "purpose-driven", and have a clear sense of the role they play in the lives of consumers, according to Melanie L.

Article

While there are efficient ways to measure consumers’ response to ads and marketing, there is little measurement of what happens at the moment of purchase.

News

LONDON: MySpace, the social networking website, is launching a new online drama series in the UK, which will include product placement for brands such as Red Bull, the energy drink, and Tampax, the feminine hygiene brand owned by Procter & ...

News

CINCINATTI: Procter & Gamble, the FMCG giant, is using new technology, known as "augmented reality", which renders print ads for its Always brand in "three-dimensions" when they are held up to a computer webcam, as part of its effort to engage ...

News

LONDON/WASHINGTON: Credible advertising must admit to being a "paid-for sales pitch" rather than relying on more covert strategies such as product placement and unbranded social media, according to WARC's regular columnist, Tummler .

Article

WARC Online columnist Tummler discusses the issue of honesty in advertising, with particular focus on the case of Zak16.com, a spoof adolescent blog found by Advertising Age to have been created by Leo Burnett for Procter & Gamble's feminine hygiene brand, Tampax.

Article

This article from The Advertiser covers an interview with Edgar Sandoval, vice president of marketing and multicultural business for Procter & Gamble, where the importance of gathering, analyzing, and understanding consumer insights is summed up as "Consumer Is Boss." The company's multicultural focus are identified as extending the company's reach, although P&G believe that its penetration of the Hispanic marketplace remains underdeveloped.

Article

Urban marketing is much more than putting the right-colored skin tone in an ad campaign or TV spot. Many marketers miss the mark with urban advertising by marketing to the demographic, when it's really about the mindset.