Lil-lets revamps packaging design to fight copycat rivals

Lil-lets, the tampon brand owned by Smith & Nephew, is being relaunched to combat lookalike competitors.

Smith & Nephew has hired packaging specialist Brewer Riddiford to redesign the brand and is embarking on a fresh advertising campaign through incumbent agency Rainey Kelly Campbell Roalfe.

A spokesman for the company comments: “This latest design is to confront the continuing imitation of Lil-lets’ blue boxes by other manufacturer and retailer brands.”

The feminine protection market is worth &£308m in the UK.

The new packs have moved away from the usual blue colouring, which has become the standard for products in the sector, to silver packaging.

A new press campaign in women’s magazines launches at the end of the month. It is expected to maintain Li-lets’ traditional positioning of the “discreet” tampon.

Media spend for the ad camp aign is &£1.5m, through New PHD.

The revamp follows pack re-designs for Smith & Nephew’s other consumer brands Elastoplast and Simple in May and last month respectively.

The company is expected to sell off its consumer division following an announcement last year that it was to focus on its three core activities: wound management, ortho-paedics, and endoscopy. The three businesses account for 60 per cent of Smith & Nephew’s sales.