Cannes Lions

POISE SANITARY PRODUCTS

MINDSHARE, New York / KIMBERLEY CLARK / 2011

Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

1 in 3 Adult women have LBL (light bladder leakage)The goal of the campaign was to ignite the conversation in a high impact & buzzworthy way that encourages women to engage in a dialogue around a topic that has traditionally been “taboo” . In the end, women realize they are not the only ones with this condition, and this positions Poise as a great solution.If 1 in 3 women have this issue, then quite possibly some of the most famous women could have had this issue, and possibly during the moments that we know them for. For instance, that quirky look on Mona’s Lisa face? Who knows!

Whoopi Goldberg stars in eight humorous webisodes called, “Great Women in History.” She appears as famous women who may have had LBL: Cleopatra, Eve, Helen of Troy, Joan of Arc, Lady Godiva, Mona Lisa, Princess and the Pea and the model for the Statue of Liberty. Each character discusses her great achievements, but also admits that LBL may have played a role in her story, like it does for 1 in 3 women today.

Execution

The idea was that if 1 in 3 women have this issue, then quite possibly some of the most famous women could have had LBL.Academy Award winning actress Whoopi Goldberg was brought on board to star in eight humorous webisodes called, “Great Women in History.” She appears as famous women who may have had LBL, discussing their problem with the audience, they include: Cleopatra, Eve, Helen of Troy, Joan of Arc, Lady Godiva, Mona Lisa, Princess and the Pea and the Statue of Liberty. Multiplatform content was created for Digital, Print and a: 60 second custom spot for the 2010 Academy Awards Red Carpet Pre-Show. The TV spot was a montage of all eight characters and drove consumers to the web to view the webisodes, and request a sample.

Outcome

After the campaign launch, the brand achieved its highest sales month in history, which led to its highest sales year ever (2010).400% increase in sample requests of the product at 1in3likeme.comPOISE was catapulted into pop culture with over 2 billion impressions in top outlets such as NY Times, People, Perez Hilton, NY Magazine and a rare campaign “spoof” on Saturday Night Live that delivered all brand key messages.The Poise website saw a 50% increase in traffic, and the newly launched 1in3likeme.com site had nearly 600,000 unique website visits in first month and 2 million for the year.

Similar Campaigns

12 items

Small Big Things- u'H Omoshayo

McCANN JOBURG, Johannesburg

Small Big Things- u'H Omoshayo

2024, DETTOL

(opens in a new tab)