Cannes Lions

WHISPER SANITARY TOWELS

LEO BURNETT INDIA, Mumbai / PROCTER & GAMBLE / 2010

Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Execution

The solution was to create unsuspecting 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 wrappers were given away with Whisper packs and were also kept in the ladies room of various schools, colleges, malls and multiplexes.

Outcome

Thousands 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 Mumbai, Delhi, Chennai, Kolkatta in India. It left the girls asking for more during the next purchase.

Similar Campaigns

12 items

The Missing Chapter - Outdoor

LEO BURNETT, Mumbai

The Missing Chapter - Outdoor

2022, PROCTER & GAMBLE

(opens in a new tab)