McCann breaks mould on sanitary napkin ads

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