Tambrands strives for clear global message

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.

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

markets.



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

York.



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

sanitary protection.



’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?’