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.

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