Nett is a challenger on the french market with a share of voice 3 times lower than its main competitor Tampax : 5,3 M€ for Nett vs 17,7 M€ for Tampax. However, during the market crisis of 2017, Nett is the only brand that recruits 13-19 yo on the market ! With positive a tone of voice on its social platforms.

In 2017, tampon market is in a dark era, with a huge decrease of the sales volumes due to 3 main causes : regular crisis on tampon’s composition, new alternative solutions to intimate protection, new contraception modes … The brand had to take action to fight against Toxic Shock Syndrome explosion & reconnect with young girls.

We decided to close the gap between the very high communication platform and the real needs of the target. Threw a strategy of brand utility.

Young boys between 13 and 14 years old came for a casting call. Surprisingly they are facing a box of Nett tampons and were asked to manipulate and tell what they know about them.

We witness, for some of them, a genuine discovery as they assume that they have a space rocket or a firecracker in their hand.

The video closes on a message "WE ALL WENT THROUGH THIS ONE DAY OR ANOTHER" dedicated for the real audience : teenage girls.

A last message invite those young girls to ask their questions without taboo on a snapchat account created for the occasion.