We saw a way to make an aging product feel youthful again.
  • Challenge: Newcomers like Midol had been eating Pamprin's lunch for years.
  • Strategy: Dramatize that your period isn’t just a pain, it's a speed bump in your life.
  • Big Idea: Stop the symptoms before your symptoms stop you.
  • Result: Sales shot up 7% shortly after the work began to air.