O.B. wants to persuade younger women to try the brand’s non-applicator tampons with a new national campaign.

The “Tiny and Mighty. That’s O.B.” campaign focuses on boosting awareness around the benefits of these types of tampons, emphasizing comfort and protection, as well as small packaging to generate less plastic waste. The campaign’s tone is educational and direct, with a demonstration of the tampons covering a bottle of wine without leaking.

Shirley Chanyi, a marketing consultant for O.B. parent company Edgewell Personal Care, tells strategy that the brand is targeting a younger audience than in previous campaigns.

“We have incredibly loyal users, but some are aging out of the category. We need to reach younger women, educate them about why O.B. tampons are right for them and grow a new generation of fans of the brand,” Chanyi says.

Chanyi adds that the challenge the brand faces is getting women to try the product for the first time, as some are hesitant to try a tampon without an applicator. So the team thought the best way to convince more women to try O.B. was to explain how the product works, and highlight its comfort and protection in an attractive and relevant way.

The campaign also represents a new approach by the brand, as O.B. was previously focusing more on promoting the waste reduction that resulted by eliminating the use of plastic applicators.

“That message is important, but our research shows that comfort and leak-proof protection are the top priorities for the 18-34 year old women we are targeting,” Chanyi says.

The brand partnered with influencers, including Spencer Barbosa, the Caleon Twins and Sam Doll, who are developing a series of videos and static content focused on O.B. tampons’ effectiveness. The videos and posts include unboxings, product integration and candid reviews.

O.B. is also launching a contest with cash prizes and a sampling program that provides thousands of consumers with free O.B. packs, as well as an explainer video developed for the brand’s website and YouTube, educating users how to unwrap and prepare the non-applicator tampon for use. The program is amplified by a TikTok takeover, influencer whitelisting, and digital media support.

“Our intent with this campaign is to educate, which is why we have focused on partnering with the right content creators, who can act as brand ambassadors and deliver that educational message on multiple platforms,” Chanyi says. “Given that part of our target is Gen Z, and that demographic highly values authenticity and transparency, TikTok’s casual, spontaneous content style is a logical fit.”

Chanyi adds that the TikTok takeover, which will launch in September, is a one-day effort that will allow the brand to be the first video that consumers see when they open the app, generating maximum reach and engagement.

The campaign was developed by Paradigm, which manages the influencer program, product sampling, consumer contest, video and influencer whitelist. Wavemaker manages the TikTok takeover and provides paid media support.