Tambrands is looking to revive its flagship Tampax brand in North America with a major relaunch campaign estimated at more than US$12 million.
This is the most extensive updating of Tampax since it was introduced in 1936.
The product hits store shelves next month with new graphics emphasizing ‘Now better than ever’ on new midnight-blue packaging.
Improvements to the product include a redesigned, flushable and biodegradable applicator and a durable new biodegradable wrapper.
The ad campaigns in Canada and the u.s. will launch in early 1996.
Last June, Tambrands consolidated its marketing for North America at its White Plains, n.y. head office.
Its u.s. agency, BBDO Worldwide, New York, is developing a tv and print campaign, which will be tailored for the Canadian market by BBDO Toronto.
Competitior Playtex launched its Soft Comfort tampon line in the u.s. last month with a US$15 million campaign from Grey Advertising, New York.
There are no details as yet about the Canadian launch. PS
