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 - Lil-lets Brands: How a small investment safeguarded the future of a brand; Number: 1990/315; Brand: Lil-lets; Client: Smith and Nephew; Product Category: Cosmetics & Toiletries (Sanitary products); Agency: Abbott Mead Vickers BBDO; Author: Drusilla Gabbott, Sarah King and Tara Macleod; Prize Winners: Third Prize; (Adworks ref: Advertising Works 6)