Lil-Lets highlights SmartFit tampons in new campaign
Lil-Lets UK has launched a campaign to promote its SmartFit tampons as it looks to differentiate itself from competitors.
The campaign follows research conducted by the brand that found most women think all tampons are the same.
Created by Leagas Delaney, the campaign is fronted by a man instead of a woman who is placed in increasingly unexpected places to carry out a product demonstration, highlighting that the SmartFit product expands widthways rather the standard lengthways.
Mary Young, Lil-Lets head of UK marketing at Lil-Lets, commented: “This is the start of an exciting phase for Lil-Lets. Leagas Delaney has delivered a really different, fun and engaging campaign that still has our product demonstration at its heart. By using a man in our communications we hope it will help to normalise the subject of tampons while also showcasing how our SmartFit tampon works. ”
The first of three ads features the young man in a coffee shop, who carries out a product demonstration in two tea cups. The second two films will be seeded online throughout the rest of 2014.