Nett Tampons: Boys React To Tampons

Nett, a tampon brand, created a film to educate young girls in France on tampon safety which helped the brand increase its penetration by 2.2 pts.

Campaign details

Advertiser: Johnson & JohnsonBrand: Nett TamponsAgency: Isobar CourbevoieCountry: France

Objectives

CONTEXT

Since 2012, the tampon market has been eroding, with a 26% decrease in sales in 6 years (Nielsen_all mass channels_volumes sales from 2012 to 2017).

There are 3 main causes to this decrease:

  • Regular crisis on tampon's composition have made consumers' defiant towards the category.
  • New alternative solutions to intimate protection such as intimate cups have appeared and are quickly growing which gains 47,6% value in 2017 vs 2016(1).
  • New contraception modes limiting bleeding during periods have also...

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