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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.

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 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).

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.

Case Study

Procter & Gamble's ThermaCare was a small player in the menstrual market. The product had been in a two-year decline, and lacked marketing support and shelf space, as well as operating at a price disadvantage.

Article

Tapping the commercial potential of online social networks remains elusive. Bebo, the 40m-member website, has embraced online product placement, signing up Procter & Gamble, Microsoft and movie studios as advertisers in its online drama, “Kate Modern” .

Case Study

This article describes the re-positioning and re-launch of o.b. tampons in the U.S.

Research Paper

Around 70 million blogs have been created worldwide, with around nine million currently running in France.

News

EDINBURGH: Edinburgh TV Festival delegates this week packed the the International Conference Centre to learn how an online teen soap phenomenom is expropriating their coveted ad revenues.

Case Study

This paper describes how Budweiser responded to the move from U.S. consumers away from the traditional brewers towards beers produced by smaller, often local microbreweries.