CLIENT
Procter & Gamble
Patricia Perez-Ayala, NA - General Mgr.
Lela Coffey, NA Associate Mktg. Dir.
Sarah Hagopian, Brand Mgr.
Michelle Robbins, Brand Mgr.
Sharon Cunliffe, Mktg. Dir./ADD
Lindsey Herb, Assistant Brand Mgr.
AGENCY
Becky Swanson, SVP - Executive Creative Dir.
Carol Balluff, SVP - Account Dir.
Robin Fisher, VP - Senior Planner
Heather Eatherton, Account Supervisor
Tom Gorton, VP - Associate Creative Dir.
Jason Wright, VP - Associate Creative Dir.
Megan Sovern, Copywriter
Erin Costello, Art Dir.
SMG United
Lisa Richert, Communications Strategy Dir.
Ashley Hedges, Communications Supervisor
Kelly Phillips, Communications Strategy Associate
SUMMARY
In order to dethrone the 25 year incumbent and claim leadership in the plastic category in four short years, we needed to capture users at an early age and make them believers for life. Our creative strategy was to take the highly relevant, but commonly used emotional benefit of confidence to the next level, by linking Pearl's protection with period courage, something no brand has ever offered before. Despite no news, near impossible odds for growth and Playtex fiercely defending their territory, we successfully increased our market share by 18% and crowned Tampax Pearl queen of the plastic category.
