Tampax Tries a Branding Effort

Leo Burnett here moves away from product demonstrations in a new branding campaign breaking today for Procter & Gamble’s Tampax tampons.
The campaign draws on Tampax’s heritage as the oldest brand in the tampon feminine hygiene category. The spots use historical scenes to show how Tampax has “liberated women from their periods,” said creative director Chris Hexager.
One spot, “Woodstock,” recreates the historic music festival with shots of women dancing, embracing and swimming over the Zombies’ ’60s hit “Time of the Season.”