Mother Nature's gift (2006)
Best International Multi-Market
Campaign: Mother Nature's gift
Brand: Naturella
Client: Procter & Gamble
Agencies: Leo Burnett
Authors:
In order to achieve leadership in emerging markets, Procter 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.
Judge's Comments:
Special Prize for Best Multi-Market