Lil-Lets Introduces New Pack Designs

Feminine hygiene brand Lil-lets have redesigned the packaging of their flagship non-applicator tampons, giving the brand greater on-shelf presence and clear differentiation which makes the range 20% quicker to find. The new packs feature far greater use of absorbency as the first point of reference for purchase and come in contemporary colours, adopting the brand style created for the compact applicator range in 2009. With long standing market leadership of 78.6% share of the non-applicator sector and brand loyalty of 84%, Lil-lets tampons are used by over 2.6 million women. Jackie Roberts, senior brand manager of Lil-lets said: “The real brand value of Lil-lets tampons in the feminine hygiene category should not be underestimated. “We know that customers would rather change their shop than their brand and non-stockists are missing out on a third of tampon sales potential along with significant associated basket spend. “

This redesign uses pack designs that are colour-coded by absorbency and increase standout on shelf with research revealing that the new packs are 20% quicker to locate than the previous design. “When ranged by absorbency, the packs will create strong colour blocking, creating real impact at point of purchase and are an essential must stock line”. Lil-lets’ core range of non-applicator tampons come in small boxes because they don’t need to include applicators, and are therefore ideal for retailers whose space is at a premium. Available in a range of pack counts including 10s, 16s and 32s, there is a pack suitable for all stores. Lil-lets is also the only brand to offer a range of 5 absorbencies from lite 1 droplet, to super plus extra 5 droplet, offering a tampon to suit all women, regardless of their flow. Because of their width ways-expansion, Lil-lets tampons are proven to prevent leaks more effectively than other tampons, which mainly expand lengthways.

The new design clearly communicates the claim ‘proven the best protection’ to reinforce Lil-lets’ product superiority. The on-pack flash ‘new look - same great protection’ reassures current users of continued product superiority. The non-applicator redesign follows a successful re-launch of the compact applicator range which was the focus of a £750,000 marketing campaign in 2009 which included sampling, direct mail, word of mouth and online activity. The re-launch recruited over 400,000 additional purchasers, bringing younger women into the Lil-lets brand by converting current applicator users to Lil-lets. A video hosted on YouTube was central to the campaign, showing a direct comparison between Lil-lets and Tampax tampons and has received almost 60,000 views to date. The new non-applicator packaging will appear on shelves from February.

Source: Lil-lets