Energizer conducts O.B. vending machine campaign
Energizer Personal Care has begun a new campaign for its O.B. brand of tampons. According to the company, this is the first significant marketing activity for the brand since it was purchased by Energizer in 2013. The campaign, called "Give us one period," is intended to encourage consumers to try the brand. It includes a pilot program involving vending machines in university campus bathrooms that dispense free samples of the product to consumers who submit a Twitter message. This component was developed by Boom Marketing. Digital and campus advertising promoting the vending machines was created by JWT, with media buying conducted by MEC. The campaign also includes social media activities and blogger relations, managed by Paradigm Public Relations, and a website at <http://www.giveusoneperiod.ca>, constructed by Real Interactive. Direct mail, developed by 6Degrees, is being distributed through Shoppers Drug Mart. The piece includes a coupon for a free package of tampons. The campaign will run until the end of November.
"O.B. is a brand with an extremely loyal following, but we need to educate non-users on the brand's benefits," said Christine Jew, brand manager at Energizer Personal Care. "Our 'Give us one period' campaign is designed to encourage non-users to give O.B. tampons a try."