Cannes Lions

SANITARY PADS

LEO BURNETT INDIA, Mumbai / PROCTER & GAMBLE / 2010

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Overview

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Credits

Overview

Execution

In India, sanitary pads are considered to be a social taboo. In such a scenario, it’s difficult for a teenage girl to be comfortable carrying and disposing off their pads. Teenage girls don’t want others to know when they carry sanitary napkins or dispose off used ones.SolutionUnsuspecting wrappers that help girls store and dispose off sanitary napkins with complete discretion. We designed a number of covers which looked like regular wrappers. These covers were given away with Whisper packs and were also kept in the ladies room of various schools, colleges, malls and multiplexes.

Outcome

Success of the promotion for consumerThousands of girls had a more discreet period and hence a happier one. They loved the idea of having to carry a wrapper; the contents of which no one else would know about except the girls themselves. The wrappers were a hit and thousands of them were lapped up across India. It left the girls asking for more during the next purchase.Success of the promotion for client Whisper apart from being a superior product also won her heart over with this better/discreet period experience.

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