Breaking the taboos: case study 3 - sanitary protection

Launch of Li-let's compact appilcator range Haslimann Taylor PR was asked to launch Lil-lets' compact applicator tampon range. The product competes directly with market leader Tampax, so Lil-lets created a straight-talking video to demonstrate the key product differences. The two brands were dipped into water to show how Lil-lets' widthways expansion was claimed to be more effective in preventing leaks than Tampax, which expands lengthways.

Lil-Lets dip test
Lil-Lets dip test

How We Did It: Megan Woods, Senior account manager, Haslimann Taylor PR

Megan Woods

 

How did you approach the brief?

Feminine hygiene products, and the subject of periods generally, is still a real taboo subject among the media - even women's magazines. We knew that to communicate the new range effectively, a telephone call and press release just wouldn't cut it.

How did you interest journalists?

We undertook a media tour - arranging appointments with the health editors of the key women's weeklies and monthlies plus national weekend supplements. During the meetings a 'live' version of the dip test was conducted.

What were the results of the campaign?

Some of the journalists loved it and were very happy to engage in conversations about personal preferences and shopping habits. Others recoiled in horror, squirmed nervously and escaped as quickly as they could at the sight of an unwrapped tampon. Although all of the journalists visited were women, a surprising amount were very embarrassed. Overall, we visited 18 titles and received 20 pieces of coverage. The YouTube video has received almost 80,000 views.

What advice do you have for other PROs with similar products to pitch?

Journalists will probably be more embarrassed than you are. Practise your pitch in the office so that you're comfortable with the subject - the last thing you want is for them to ask a question you're too embarrassed to answer. Get the giggles out of the way and don't take the subject too seriously; it has the great effect of making the pitch more palatable.

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