Comedienne Dawn French is to star in a Tampax ad campaign which is due to break later this year.
The move marks a significant change in Tambrands’ advertising strategy, which until now has been synonymous with action images of women in figure-hugging clothes.
Tambrands claims its last commercial through agency Abbott Mead Vickers.BBDO in 1995, which focused on women talk ing about feeling confident and attractive, was a break from its usual formula.
It also claims the first ad by its current advertising agency Foote Cone & Belding, to mark the launch of Tampax Satin later this month, will bring a new no-nonsense approach to feminine hygiene.
In a conference named “Women on the Verge of the Millennium” produced by Grey Advertising last year, French was labelled as a “highly aspirational role model” for modern women.
But when she featured in a 12m marketing campaign for the Cable Communications Association last year it flopped.