Feature (page 1)

Adweek Magazines Special Report
MEDIA PLAN OF THE YEAR MEDIA PLAN OF THE YEAR MEDIA PLAN OF THE YEA
TAPESTRY BY LAUREN CHARLIP
message that women should treat themselves well during Feminine-care products, naturally, must be sold with dis- cretion every step of the way. And marketers know that Location was key, with placements in select businesses like women are most comfortable receiving messages about their restaurants and nail salons in Hispanic neighborhoods. The copy was tailored to each location. Signs placed in eateries Procter & Gamble entered 2006 wanting to grab a larger said: “Smile. Today you can order anything you want.” At share of the U.S. Hispanic feminine-pad market with its movie theaters, they urged patrons to “Have a dramatic day Always brand. On a budget of less than $400,000, the compa- ny had its work cut out. To boot, “There was pressure coming “A woman understands those messages. I’m not sure a man in from Kotex, which was very popular in Mexico,” says Ele- would, but that was on purpose,” says Marroquin.
na Marroquin, vp, director of strategy, Tapestry, the multicul- Also working on the plan were Olga Bueno, media super- tural division of Starcom MediaVest Group United. “People visor at SMG United, and Lynn Meier, media supervisor, called pads ‘Kotex’—[it was] a ‘Kleenex’ effect,” she says.
What could Always do to distinguish the brand? Forge an “Felices Días” was adapted from a general market cam- emotional connection with women, via the campaign “Para Unos Felices Días” (“For Happier Days”), which was selected The agency found that Hispanic women, in particular, are as Media Plan of the Year in the Multicultural category.
intensely private about their periods. They tend to be heavily “We wanted to take the connection with the Latina con- focused on family and friends and, when seeking comfort, do sumer to the next level, to evolve from a brand she prefers and so in the company of loved ones. “It’s not, ‘I’m going to treat respects to one she loves,” says Ileana Fuster, brand manager, myself to ice cream or a pair of new shoes,’” says Marroquin.
Always, U.S. Hispanic markets and Puerto Rico.
The Hispanic woman “is treating herself, but in a more fam- Most fem-care campaigns focus on print and TV. “Días” ily-centered way.” Marroquin says the campaign “was such a involved a series of posters, in Spanish, simply conveying the Marroquin credits “synergy” from the start between cre- atives and media people. “In the old ways, a creative agencywouldn’t have worked together with the media agency,” sheexplains. “Now, we’re working together, we’re doing research.” At the outset, she says, the team was “media neutral,” considering the full spectrum of options. Out of home mightnot, at first glance, seem the venue of choice for such a pri-vate conversation. But, explains SMG Multicultural CEOMonica Gadsby, in this case, it “proved to be an ideal plat-form on which to have these intimate conversations. By tar-geting the right locations, the creative was able to communi-cate with her in a way that was neither embarrassing noruncomfortable.” Soon after the plan was executed, nail salons reported that the ads, as the agency had hoped, were creating quite a buzz.
As the campaign wrapped, Always’ Hispanic sales werestrongest in the markets targeted. Fuster reports a dollar-shareindex of 107 versus a year ago. PRIME LOCATION Tapestry’s plan for Always encouraged
women to pamper themselves during that time of month.
Charlip is editor of Mediaweek’s Media Elite column. SR30 MEDIA PLAN OF THE YEAR June 18, 2007

Source: http://www.tapestrypartners.com/Adweek_Media_PlanOY.pdf