In order to achieve leadership in emerging markets, Proctor and Gamble launched a new brand of mass-market sanitary pad: Naturella. In this market the typical consumer stays with one brand their entire life, and competitors are entrenched. Also, Naturella had to launch at a premium price and, although a good, well thought through product, it was none-the-less essentially another thick, soft pad. To overcome these issues, the creative strategy broke from the coldly rational norms of the category to create a subtle, feminine ‘world of nature’ that positioned menstruation as a positive and life-affirming part of what it means to be a woman.  The campaign smashed every business target set for the launch with estimates of ROI suggesting a pay-back on communications well in excess of 2:1.

Media used TV: Print: Outdoor: PR

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