New campaign – Lil-lets

Lil-lets returns to TV

Lil-lets%20advertLil-lets is launching its first TV ad in five years. The £1.5m integrated campaign will break on July 1.

The ad, which has been created by Big Communications, shows a woman designing her own tampon with a voiceover describing the benefits of the product she creates. It has the strapline “Designed for comfort”.

The ad, which will run across terrestrial and digital channels, aims to “reinforce what women already know about Lil-lets”. Media planning and buying is by Mediaedge/cia.

It will target the brand’s core consumer of 30to 45-year-old women and is aimed at those who already use Lil-lets in an effort to remind them why they buy the product.

The TV ad will be supported by a print campaign, which will run in women’s monthly and weekly titles starting next month. The print execution also shows the new range of compact applicator tampons, which launched earlier this year.

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