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Tampax Launches a New Ad Campaign: "We're Not #1! But We're Way Up There!"
CINCINNATI — Procter and Gamble, manufacturer of Tampax and other feminine hygiene products, is launching a new ad campaign this week aimed at raising consumer identification with the product.
Flo Phrealy, head of marketing for the Tampax division of P&G, said that response to the campaign by a test group was very positive, and the company hopes this campaign will help them make inroads against their main competitor, Kotex.
"We're using the Avis car rental campaign as a model in that we acknowledge that we are not the number one choice, but we are trying harder", said Ms. Phrealy.
"We plan on starting off the campaign rather slowly as we don't want flood the airways and appear to be cramming anything into the consumer.
"We're not expecting a big gush of sales right off the bat, but we do feel we can absorb a lot of Kotex customers eventually," she concluded.
