Work
Problem: Tampax is one of the leading brands for feminine care products. Our mission is to crack open the conversation around menstruation to men and bring them into the market.
Who?
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: I don't know anything about feminine care products.
Tension: I don't feel comfortable purchasing tampons at a store.
Main Idea:
As Easy As Buying Beer
Activation:
Football Tailgate
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Partnering with Busch Light to produce a Tampax x Busch Light Activation at football tailgates across the US
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Tampon and Beer Dispenser
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Games, Trivia, Prizes,Competitions etc.
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Normalize Periods and Educate Men
Print Ad
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
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A pack of beer to symbolize a pack of tampons
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Buying beer is as normal, easy, stress free as buying tampons
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Partnering with Busch Light to offer incentives
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Leads to market growth because the consumer will buy tampons for his girlfriend to show that he cares
Video Ad Storyboard
Beer Cooler