Unifying teen athletes around protection that performs

Playtex was beat to the punch in the compact market with their late launch of Playtex Sport Compact, and down in standings for the overall tampon category. Amid this fierce competition, they were also facing a growing gap of young women who were unconvinced that compacts offered enough protection for their athletic needs. AUC stood up for the challenge of helping Playtex gain their target’s trust and stand out against their compact competitors.

Gaining teen girls’ trust was no simple feat, so we went for gold in choosing a powerful spokesperson to overcome their skepticism. We positioned Olympic gymnast Aly Raisman as the power-woman for our program, whose highly demanding sport required high-performance protection. With Aly’s help, our ownable program “Try it, Trust It, Play on” sparked attention on social and digital. Geo-targeted ads, e-blasts and direct mail drove shoppers to stores where Aly reinforced our message on displays. Our purchase-incentivizing Play On Tryout Kits got the all-around medal for encouraging discreet trial with free athletic essentials. With an 8% share increase and an 18% redemption rate, it’s safe to say AUC stuck the landing for Playtex.