Procter & Gamble

Michelle Robbins, Brand Manager

Leo Burnett Chicago *Lead Agency

Becky Swanson, EVP, Creative Director
Anna Meneguzzo, Creative Director
Cindy Blikre, SVP, Account Director
Katie McClay, Account Director
Shelley Weakly, Creative Director, Art Director
Craig Shparago, Creative Director, Copy Writer
Laura Shamorian, Strategy Director

Digitas *Lead Agency

Jen Putnam, VP/Director, Creative

SMG United

Arc

Michael Mazzier, Associate Creative Director

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). It was apparent that there was a need to regain our leadership and fight back by differentiating ourselves from the competition and set a new course for growth.