IPA Effectiveness Awards 2006: Gold Award - Best Multi-Market

Naturella
Campaign title: Mother Nature's gift
Client: Procter & Gamble
Agency: Leo Burnett
Authors: Gurdeep Puri, Leo Burnett; Mark Stockdale, Wheelbarrow
Media used: TV, print, outdoor, PR

IN A NUTSHELL: The strategy successfully launched the brand in one of the most challenging marketplaces in the world, with a payback well in excess of 2:1

SUMMARY: In order to achieve leadership in emerging markets, Procter & Gamble launched a new brand of mass-market sanitary pad: Naturella. In this market the typical consumer stays with one brand their entire life, and competitors are entrenched. Also, Naturella had to launch at a premium price and, although a good, well-thought through product, it was nonetheless essentially another thick, soft pad. To overcome these issues, the creative strategy broke from the coldly rational norms of the category to create a subtle, feminine "world of nature" that positioned menstruation as a positive and life-affirming part of what it means to be a woman. The campaign smashed every business target set at launch, with ROI estimates suggesting a pay-back on communications well in excess of 2:1.

JUDGE'S COMMENT: This paper tells a great story of total marketing, with an insight about the product that shifted a market which is usually very rigid. The objectives were incredibly clear and the strength of proof was exemplary. In my view it also proved the value of having standardised metrics which make multi-market evaluation straightforward.

- Tim Evans, director of customer insight, BT.

Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).