strategy - Agency of the Year

Lowe Roche

Capital One • o.b. • Mackenzie Investments • Toronto Zoo • Stella Artois

o.b.

Canadian women weren’t familiar with o.b tampons. And if they were, they questioned whether, given its small size, it would provide enough protection. Moreover, research had shown they preferred having an applicator – and o.b. was a tampon without one.

Lowe Roche needed to give women a reason to buy the brand. The strategy lay in promoting its small size, underscoring that small is discreet and unintimidating; a real point of difference.

The agency created a multi-touchpoint campaign celebrating the brand’s small size driven by the tagline: “Mighty.small.”

A supplement entitled: “The book of mighty.small,” was glued into women’s magazines throughout the country. The copy spoke to the power of small things, like little words or simple acts, and featured an o.b. tampon, actual size.

It was supported other “small” media: small space print ads, a microsite that brought the mighty small manifesto to life with stories of small things that can make a difference, small demos of how well this little tampon protects and the opportunity to try o.b. Lowe also designed a small and fashionable plastic carrying case for o.b., perfect to fit in “even the tiniest purse” and featured it as a fashion accessory in magazine advertorials.

By early October, the campaign, which launched in September, had resulted in 10,000 requests for samples from the microsite.

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