The Brief

Drive trial of the new Flexia tampon with women. Due to the sensitive nature of the product J&J wanted to target women-only medical environments.

The Solution

A sampling campaign in women’s health clinics, including gynecologists, specialist women’s practices, and hospital gynecology outpatients.

The Rollout

Clinics displayed POS units filled with purse packs of Flexia tampons on reception counters.

Two magazines with front and back cover advertising were also displayed in the waiting rooms.

This campaign was run every second month for 18 months.

(Other J&J female products were also sampled during this period.)

The Results

91% of practice managers said they now recommend the brand