US personal products firm Ultrafem has handed the pounds 350,000
account for the launch of a new sanitary protection product, called
Instead, to Sandpiper PR.
Instead, which was launched in the US earlier in the year, is due to be
launched in the UK in spring 1998. It will be in direct competition with
tampon and sanitary towel products and Ultrafem expect it to capture
over eight per cent of the sanpro market.
Instead is a disposable menstrual cup, similar in design to a
contraceptive diaphragm, which can be worn for up to 12 hours.
Ultrafem saw six other agencies, including Charles Barker and
Countrywide Porter Novelli.
Sandpiper will handle the pre-launch campaign and support Instead over
the next year. The programme will focus on challenging women to consider
their current sanpro product and building up understanding of
’It will take time for people to understand how different Instead is,’
said Lillie Goodrich, UK managing director of Ultrafem.
’Attitudes towards menstruation have changed a lot but there are still
some taboos,’ said Pippa Sands, managing director at Sandpiper. ’We need
to break down barriers of habit and reticence. Instead is the newest
sanitary product since the launch of the tampon.’