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Always and Tampax
"Every Day is Different" Regimen-Driving Platform

RAN IN: United States

CLIENT
Procter & Gamble

AGENCY
Saatchi & Saatchi X *Lead Agency

Lauren Esler, Insights & Planning Manager
Darcy McNair, Associate Creative Director
Tim Newsom, Production Artist
Alex Patterson, Account Director
Janet Rose, VP, Director of Planning
Eliud Saldivar, Digital Senior Account Manager
Taci Shinn, Senior Project Manager
Alex Sorrell, Associate Media and Promotions Manager
Missy Tiller, Media and Promotions Manager
Andy Tyer, Creative Director


SUMMARY

During her period, the college female shopper didn't understand that her tampon and pad leaks were most often caused by not varying her products' absorbency as her flow varied. We set out to change that. Our objectives were to grow sales by at least 1 point for Tampax and Always at Walmart and to reverse the share loss trend of both brands. We achieved these goals during the 8-week event (sales growth- 1.1 points and +2% upward sales trend) - all by showing the shopper that "Every Day Is Different".

CASE VIDEO


Hero Medium: Retail Experience

Medium Featured On Video: Interactive, Print, Retail Experience

Audience: Women

Objectives: Gain trial

Type: Business to Consumer

Classification: National

Language: English