Cannes Lions

TAMPAX

LEO BURNETT CHICAGO, Chicago / PROCTER & GAMBLE / 2009

Awards:

1 Bronze Cannes Lions
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Overview

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Credits

Overview

Description

In celebration of the Christmas holiday, this radio commercial features an interpretation of Mother Nature performing a parody of 'Hark, The Herald Angels Sing.''Mother Nature’s Monthly Gift' is a euphemism for the monthly period. The Mother Nature character appears throughout all media channels within this campaign and the actress who portrays her, Catherine Lloyd Burns, is by no means a professional singer.

Execution

The campaign launched in July ’08 with both print and TV. Soon after, the “Gift From Mother Nature” video appeared on YouTube and beinggirl.com. Mother Nature loudly interrupted the holiday season with her own interpretation of Christmas carols on the radio and some specialized holiday print in magazines. She offered girls a unique Valentines gift online February 14, launched her popular Facebook page in March 2009, and if you were shopping at a Chicago pharmacy that month, you might have heard her in-store announcements, warning you of a possible thunderstorm “down there”. And now, she’s trying to weasel her way into your iPhone every 28 days.

Outcome

Six months after launch, the Tampax brand saw a 27 point upswing in equity scores (for perspective, a 5 or 6 point jump would be huge) and a nearly 20% increase in share in an otherwise flat category. Eight months after the launch, the factory literally cannot produce Tampax Pearl fast enough to meet demand. The campaign is the talk of P&G and the blogs. It has even inspired some parodies on YouTube. And on Facebook, Mother Nature currently has over 700 “fans” who love to hate her.

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