Lil-lets: How a Small Investment Safeguarded the Future of a Brand - IPA Effectiveness Awards Case Study 1990

Brief Description: Lil-lets tampons brand was in share decline. Needed to creatively target a small relevant audience, with modest funds. Objective: to gain trial as well as overcome perceived difficulties regarding ease of use. Media: teenage press. Results: unprecedented trial levels. Considerable direct response to coupon. Significant distribution gains. Positive trade response ;---(TAGS)--- Full Title: Lil-lets brand : how a small investment safeguarded the future of a brand ; Number: 1990/315 ; Brand Name: Lil-lets ; Client: Smith & Nephew ; IPA_ProductCoding: Cosmetics & Toiletries (Sanitary products) ; Agency: Abbott Mead Vickers.BBDO ; Author: Drusilla Gabbott, Sarah King, Tara MacLeod ;