Tesco initiative will see a 5% drop in price of branded and own label tampons, pads and pantyliners as a result of Tesco absorbing the cost of the VAT. The price of nearly 100 products will be reduced ahead of the government’s plan to (eventually) get rid of the tax entirely.
BBH London has been brought on board to create an in store campaign and a vox-poppy social video promoting the news. The former sees a spokesperson out on the streets chatting to women about the tampon tax, before she reveals Tesco’s new plans.
The 30-second film will be supported by the wordy hashtag #TescoTamponTaxOff.
Michelle McEttrick, group brand director at Tesco, said: “For many of our customers, tampons and sanitary towels are essentials products. However, the cost of buying them every month can add up, and for many women and girls it can be a real struggle on top of other essential items.
“That’s why – as a little help for our customers – we are reducing the cost of these products by 5%.”