Rationale:
Tampax’s current packaging is clinical, medical and un- engaging. The product is an essential item for women of all ages yet it lacks personality or empathy with women.
Insight:
Research revealed women think Tampax is tacky and ‘embarrassing’ to buy.
???-Women want less science and jargon, more human and empathetic
-Want it to be relevant, appropriate, feminine and
??unashamed
-Hate the ‘period lies’- it’s not a ‘happy’ period.
Outcome:
The packaging has transformed the product into a cosmetic- like item- it’s fun, engaging and takes the ‘shame’ or embarrassment out of buying tampons. It turns the product from a ‘need’ to a ‘want’, with desirable packaging and quirky, interesting language on the packs.