Playtex® Tampons
Developing Power Partnerships

Objective: Playtex® Tampons sought to reinforce comfort, the brand's point of difference, and to gain share from their primary competitor.

Challenge: The real challenge was to find a leading brand that would agree to a tie-in. The tampon category had never been successful in partnering with any product.

Solution: Marketing Visions developed a provocative theme, “comfort when you need it most,” and secured a blockbuster tie-in between Playtex® and the #1 Ibuprofen—Advil®. The concept reinforced the Playtex comfort benefit in a relevant and memorable way, and offered Advil an effective targeted sampling opportunity.

Elements: Nationally, millions of FREE boxes of Advil® were packed on Playtex boxes to give consumers comfort when they needed it most.

Results: This category innovation crushed all previous Playtex display records, resulting in phenomenal market share growth. Demand was so strong that Marketing Visions had to go back to secure an additional million boxes of Advil.

Marketing Visions successfully negotiated and implemented two additional power partnerships for Playtex with the #1 Razor, Gillette® Sensor® for Women, and the #1 Hand Lotion, Vaseline® Intensive Care®.