Tampax developed their new Compak tampon to be easier to use, making having a period almost effortless for teenagers. To bring this benefit to life online in a way that engaged this advertising-savvy target market without making them feel like they were being advertised to, we decided to take the effort out of another part of their lives: boyfriends. Tampax Effortless Boyfriend is a virtual beau who sends confidence-boosting emails, gives her presents and generally helps make our users’ lives effortless. And if they get bored of him, they can simply go online, dump him and choose another – effortlessly!