CLIENT
Procter & Gamble
Mary Nelson, A.D.D. Mktg. Dir.
James Haskett, NA- Marketing Dir.
Mary Aikenhead, Brand Manager
Vanessa Baker, Brand Manager
Krenda Frushour, Assistant Brand Manager
AGENCY
Tolani Ogunleye, VP- Account Dir.
Beth Hooper, VP- Sr. Planner
Becky Swanson, EVP- Creatuive Dir.
Julie-Scelzo-Fitzpatrick, Art Dir.
Desmond LaVelle, Copy Writer
Carol Balluff, SVP- Account Dir.
Starcom MediaVest Group
SUMMARY
Tampax Pearl, ingenious protection for ingenious women campaign disrupts a moribund category with unconventional advertising that uniquely connects with hip young women, rewards them for their intelligence and embraces their feminine ingenuity. We had the challenge of breaking through entrenched consumer habits, surpassing the success of year one, and advertising in a category that has a "hush-hush" attitude with safe and functional messages. In the end we not only reached our campaign objectives to build buzz, increase share and shipments (by at least 50%) but we surpassed them with shipments up 74%, a share increase of 6 points and a mention in Ad Age and VH1, a first for the feminine protections category.
