McCann-Erickson Philippines believes "First Night", the launch campaign
for Johnson & Johnson's New Modess Ultrathin sanitary napkin, has
legs.
Business unit director Agnes Francisco said the campaign, with media
spend in the Philippines reaching 35 million pesos, tapped key insights
from a series of consumer research activities - "insights which have
universal relevance".
"Basically women want to get on with their lives to focus on important
things, in this case a wedding. They don't want to be bothered by
worries like having their periods."
"First Night" spins the story of a blushing bride, who - after all the
flurry of the wedding day - suddenly remembers that she is having her
period.
Throughout the day, all the way to the honeymoon, she has been protected
by the Ultrathin napkins. With its humour and tongue-in-cheek execution,
"First Night" had a totally different take on what this category is used
to, said Ms Francisco.
Since airing the TVC in Thailand, J&J is reportedly looking at taking
the campaign to two to three other Southeast Asian markets.
The Philippine campaign is supported by radio and heavy sampling
activities to convince this market of largerly "maxi-napkin" users that
Ultrathin is equally absorbent.
Ultrathin is the second campaign executed by the agency to go regional,
after teen brand Modess Spirit in November 1999, which also aired in
Thailand.
