CLIENT
Procter & Gamble
Guenther Trieb - General Manager
Sirma Umur - General Manager
Joerg Gieselmann - Mktg. Director
Meredith Heaney - Assoc. Mktg. Director
AGENCY
Becky Swanson - SVP, Creative Director
Beth Hooper - Sr. Acct. Planner
Anna Meneguzzo - European Creative Director
Tolani Ogunleye - VP, Acct. Diretor
Nica Pellizzari - Global Femcare Leader
Marco Reina - Regional Acct. Director
SUMMARY
By exploiting its under-leveraged Compak variant, Tampax has managed to rejuvenate its image and become the most in-touch brand with its consumers while building the business in an unprecedented way. The global success of the campaign testifies to its strength, especially as the product has remained unchanged since its introduction on the market that was years prior to the start of the advertising. Phenomenal business results are consistently coupled with clear-cut leadership on equity indicators making it increasingly harder for competitors and newcomers alike to gain market share.
