MEC MANCHESTER LAUNCH NEW LIL-LETS IT’S TIME TO MOVE ON CAMPAIGN WITH CHANNEL 4

Advertising and media is often cited as a glamourous industry, but despite having a superior product some campaigns require a little more effort and imagination to grab the attention of consumers.

This is very much the case for Lil-lets, who briefed us to build awareness that their smart fit tampons and teen range are the best protection for women on their period.

This is a hard task…

• Insight demonstrated that women spend 6 years of their life on their period - a depressing fact for both genders!
• Despite this sheer length of time, 50% of women expect to have a leak on their period and if they do they blame themselves not the product
• Buying sanitary protection is a habit engrained in your early teens - women don’t risk trying a new product as 88% of consumers are brand loyal

We suspected women dismiss tampon adverts.

It became clear that with women not reappraising their tampon choices we needed to do something different to grab their attention. We needed to gain stand-out and be disruptive.

We collaborated with Channel 4 and commissioned a premiere break.

You wouldn’t spend 6 years of your life with a bad boyfriend. So why are women prepared to put up with bad tampons for such a long time? This association highlights the need to break the bad habit.

MEC identified the home of awkward dates and blossoming romances – First Dates – as the ideal environment to deliver this message.

First Dates is also one of the top performing programmes for our core female 16-34 audience. The copy prompted women whether it was time to move on from their tampons.

This campaign will be bolstered by an E4 Airtime campaign, activity in women’s magazine, and a bold and disruptive digital campaign, all targeted at our core 16-34 female audience, and all encouraging them to move on from their tampon choices and try Lil-lets.