Shouting the praises of sanpro ads
While applauding the request by Lynn Ross for more sublety in sanpro TV advertising, I have to ask the question, where has she been for the past 12 moonths?
In that time, Lil-lets, the leading non-applicator tampon, has re-launched and at the same time in- troduced a new applicator variant and increased overall house share to more than 28 per cent (source Infoscan).
All of this has been achieved on the back of a TV campaign with no voice-overs but with a simple adult scripted message about the benefits of Lil-lets, in an executional style that is discretion itself. Smith & Nephew have received numerous letters of praise from women viewers as a result.
If Lynn had really been paying attention she would know that this had been the pioneer creative approach which enabled the BACC to lower the watershed for Sanpro advertising from 9pm to 8pm this September.
Perhaps we should shout about it a bit more.
Jim Kelly
Managing partner
Rainey Kelly Campbell Roalfe
London W1
