CLIENT
Procter & Gamble
James Haskett, General Mgr.
Mary Aikenhead, Brand Mgr.
Michelle Robbins, Brand Mgr.
Mary Nelson, Mktg. Dir. / ADD
Lela Coffey, Associate Mktg. Dir.
Ann Hoeger, Assistant Brand Mgr.
AGENCY
Becky Swanson, SVP- Creative Dir.
Jill Bohannan, VP- Creative Dir.
Tolani Ogunleye, VP- Account Dir.
Beth Hooper, VP- Senior Planner
Robin Fisher, Senior Planner
Heather Hanson, Account Executive
SMG United
SUMMARY
In order to continue to grow Pearl and the overall Tampax business, the brand needed to convince the 69% of women who were aware of 3-year-old Pearl but who hadn't tried it to make the switch. The creative strategy linked Pearl's protection with the most relevant emotional benefit for young women - no embarrassing leaks in public. The campaign increased Pearl's shipments by 27% and value share by 2.5 points in the plastic category. For the first time, the Tampax brand grew to more than a 50% value share of the total tampon category.
