Playtex

Playtex

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The World's Most 'Extra' Tampon

The World's Most
'Extra' Tampon

The World's Most
'Extra' Tampon

The Worlds Most
'Extra' Tampon

By playfully roasting the ‘extra’ feminine care industry, Playtex makes its most basic tampon relevant again.

By playfully roasting the ‘extra’ feminine care industry, Playtex makes its most basic tampon relevant again.

By playfully roasting the ‘extra’ feminine care industry, Playtex makes its most basic tampon relevant again.

By playfully roasting the ‘extra’ feminine care industry, Playtex makes its most basic tampon relevant again.

By playfully roasting the ‘extra’ feminine care industry, Playtex makes its most basic tampon relevant again.

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Tampons

Problem

Playtex, a 50 year old tampon brand, is struggling to stay relevant among young women. The brand’s flagship product, Playtex Simply Gentle Glide, is losing market share to an influx of specialty competitors with trendy features.

Playtex, a 50 year old tampon brand, is struggling to stay relevant among young women. The brand’s flagship product, Playtex Simply Gentle Glide, is losing market share to an influx of specialty competitors with trendy features.

Insight

We are living in a world of “extra”. Pop culture is now so over-the-top from the Kardashians to Unicorn everything. Similarly, new femcare brands are now serving up ridiculous benefits simply to cash in on the latest fads.

We are living in a world of “extra”. Pop culture is now so over-the-top from the Kardashians to Unicorn everything. Similarly, new femcare brands are now serving up ridiculous benefits simply to cash in on the latest fads.

Idea

To poke fun at the extra-fication of femcare products, Playtex created Xtra: The world’s most ‘extra’ tampon. Partnering with D’Arcy Carden (‘Janet’ from ‘The Good Place’) we released an SNL-style parody ad to show that, when comes to your vagina, simple is better.

The Press

The Press

“...unabashedly hilarious spoof that calls out how excessive the Femcare industry has become.”

Glam

“Playtex hilariously mocks all the extraness in the current feminine care climate” 

Hello Giggles

"Quite possibly the funniest tampon ad ever created"

AdAge

“Playtex's newest tampon ad is SNL-worthy”

Creativity

More Coverage

Other Media Pickups

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Daily MAil
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People
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Cosmo
Period Collective
She Knows

The Product

The Work

The Results

Instantly trended

300+

on Instagram's Discover page

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184m

Earned Impressions in 48 Hours

IMPRESSIONS

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350%

Increase in Social Conversation

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"I don’t use tampons but i’ll buy some because of this ad" -wrongbirdie