TAMPAX CAMPAIGN

Business Problem

Tampax is one of the leading brands for feminine care products. Our mission is to crack open the conversation around menstruation to men, make them feel more comfortable purchasing tampons, and bring them into the market.

Market Growth

The Benevolent Boyfriend

Our consumer is a postgraduate male, living in the city with his long-term girlfriend. When he was in college he was a basic frat boy and now, he enjoys hanging out with friends, drinking beer, going on social media, and watching or attending sports events. He enjoys following trends and likes to be involved however he can. He strives to be the best boyfriend he can be but he often feels awkward when it comes to feminine products and feels useless when his girlfriend is on her period.

TRUTH

TENSION

I don’t know anything about feminine care products.

I don’t feel comfortable purchasing tampons at the store.

IF YOU’RE BUYING BEER, YOU SHOULD BE BUYING TAMPONS

Main Idea

Creative Strategy

Promote Tampax to the male/boyfriend audience to show them it’s okay to have conversations about feminine hygiene and there’s no reason to feel uncomfortable purchasing tampons

  • A pack of beer to symbolize a pack of tampons

  • Buying beer is as normal, easy, stress free as buying tampons

  • Partnering with Busch Light to offer incentives

  • Leads to market growth because the consumer will buy tampons for his girlfriend to show that he cares

  • QR Codes for tampon coupons featured on all Busch cases throughout campaign

Activation: “WE” Shed

Activation taking place at a football tailgates around the United States within the entertainment districts, with a partnership between Busch Light and Tampax

  • “WE” Shed located in entertainment district

  • Neutral place appealing to both males and females, particularly couples

  • Games and competitions for men to win cases of busch and for women to win free tampons for a year. Other deals and coupon codes for discounted beer and tampons given out as well

  • Bags, drinking competitions, trivia

  • Normalize periods, educate men, and help them feel more comfortable with the aspect of menstruation and buying tampons

  • Highlight on socials with stories, hashtags, and posts

Video Spot: Beer Cave

  • Empty grocery aisle appears on screen

    V.O: Boyfriend on the phone, “alright don’t worry I’ll be home in Five. Yes I’ll get you the 24 pack. Okay see ya.”

  • Cut to shot of boyfriend walking down multiple aisles.

    He is making his way to the beer cave, still empty handed

  • Cut to wide shot of beer cave

    Camera slowly dollys in as Boyfriend walks into beer cooler and sits there for a few seconds

  • Cut to checkout counter slowly showcasing the items. First goes the beer, then the tampons

    Tagline fades in: As easy as buying beer

Print Ad: Out of Home, Socials

Advertisement showing a box of tampons disguised as a 6-pack of Busch Light.

Billboards, social media, print, etc.