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The Tampax Puzzle:
About Us:
What you do is to take the different bits of material which you have gathered and feel them all over, as it were, with the tentacles of the mind. You take one fact, turn it this way and that, look at it in different lights, and feel for the meaning of it. You bring two facts together and see how they fit. What you are seeking now is the relationship, a synthesis where everything will come together in a neat combination, like a jig-saw puzzle.
-Paola Antonelli, senior curator, Museum of Modern Art, New York City
Legwork International:What we try to do:
What did we learn about Tampax?
• In 2013, P&G introduced the Radiant Collection of feminine care products. The Radiant Collection which is a line of four products from P&G brands Always and Tampax, promises to “help keep your period invisible.”
• In 2014, Radiant hired a new advertising agency and discontinued its two long-running campaigns, “At a time like this…” and “Mother Nature.”
• In May 2014, Tampax Radiant sponsored the Demi Lovato “Behind the Scenes” online tour videos that feature product placement and an empathetic tie-in with the brand. • I am excited to partner with Tampax and the Radiant Collection for the Neon Lights Tour, inspiring
females of all ages to be comfortable in their own skins. Encouraging them not to let anything get in the way is so important to me.
• Demi Lovato
• (Demi) Helped me get through my own issues/struggles/treatments. • Demi fan
• This is all part of a shift in strategy for P&G, to demonstrate to consumers “how P&G brands improve their everyday lives in small yet meaningful ways.”
• The videos also exemplify P&G’s shift to the digital space, and make its advertising content more appealing to its prospects.
TV
2014: Actress and Singer Melissa Benoist says the Radiant collection is “totally new, awesomely invisible”— “So that all they see is me.”
Radiant Collection
Online
2013:Tampax website promotes the long-running “at a moment like this” campaign, and introduces the new Radiant collection.
2014: Tampax “At a moment like this” is gone. The message is pretty generic.
For those “in the know,” Tampax is sponsoring Demi Lovato“Behind the Scenes” tour videos…that feature Tampax (and Always) product placement, and an empathetic message.
Let it Go
Who is Demi Lovato?
In the Know
Go to Video #6
Is it working?
Are people talking about the tour?
Do viewers look at the product in the video?
How does the video make them feel?
Do they remember the video?
Tweets on the first day of the tour.
Re-tweets, e.g.:
Do viewers look at the product in the video?
How does the video make them feel?
Do they remember the video?…The product?...The message?
