Cannes Lions

CAREFREE SECRET TALKS

INITIATIVE, Dubai / JOHNSON & JOHNSON / 2014

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Overview

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Credits

Overview

Execution

Carefree boldly went where no brand had gone before to talk to Saudi women about feminine hygiene.

Mall Washrooms - Saudi Arabia is largely a mall culture due to the lack of other public venues to interact and socialize and one of the few places we could catch Saudi women alone. We set up Carefree booths in women’s washrooms of major shopping malls with live promoters who handed out samples and product information. And behind every stall door we placed educational Carefree advertisements.

Lingerie Stores – Knowing Saudi women spend a lot of time and money buying lingerie, it was the ideal place to intercept them and let them know how Carefree can help protect their purchases. We teamed up with upscale lingerie brand Purdu where we had female promoters hand out samples and explain Carefree’s benefits. We also branded changing rooms, hangers, and check-out counters with Carefree messaging.

Outcome

Carefree managed to cleverly reach out to women that were previously impossible to even approach, let alone educate about a much needed product. And the payoff was evident:

- Sales in Saudi Arabia increased 24% vs. the same period last year.

- 73% of non category users tried the samples.

- 26% purchased a pack within 4 weeks of trying the sample.

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