Tambrands is poised to launch new television advertising in Britain
as part of an effort to build Tampax into a global brand, while bringing
a no-nonsense approach to the subject of feminine hygiene.
A new commercial, the first to be produced by FCB since the network won
the pounds 42 million worldwide account last October, is part of a
worldwide campaign with an umbrella theme customised for local
The 30-second UK film promotes the new Tampax Satin and features a
diverse range of women talking about its comfort and ease of use.
Although it was made by FCB in London, the film fits in with the overall
theme of ’women know’, which was devised by the FCB agency in New
John Bacon, the FCB London joint creative director, who is co-ordinating
the campaign across Europe, said: ’We’ve taken a category that is
cloaked in euphemisms and have broken away from the kind of tampon ad
that does everything but talk about the product and its use.’
He added: ’There’s a lot of synergy between the worldwide advertising
which must be one of the best examples of a true global campaign.’
Written by Rita Dempsey and art directed by Caroline Bartl and shot on
location in Cape Town and Barcelona, the UK film is based on an idea
that was devised by the US creative team of Nanette Koryn and Mark
Wolfe. It was inspired by FCB’s Mind and Mood research programme.
More than 100 actresses will appear in up to 30 films, which will stick
to the core theme while acknowledging different national attitudes to
’In sophisticated Western European markets, tampon use is almost second
nature,’ Bacon commented. ’But in Southern Europe, young women receive
conflicting advice from parents and the Church and the content of the
films will reflect this.’
Media for Tambrands in Europe is handled by Carat, with TMD handling the
buying in the UK.
The US campaign is taking a highly provocative stance, particularly in
print advertising targeting young teenage girls, which asks: ’You want
me to put that ... where?’