Leagas Delaney Launches Cheeky Campaign for Lil-Lets UK

Leagas Delaney has developed a new campaign for Lil-Lets UK to showcase their SmartFit tampons. The campaign focuses on highlighting the brand’s product difference against the most predominantly sold tampon on the market. 

Lil-Lets are the second most widely known tampon brand in the UK. Their research has indicated that most women think all tampons are the same, however this isn’t actually the case. Unlike most other tampons, which expand lengthways, Lil-Lets SmartFit tampons fit a woman’s body by expanding widthways for complete comfort and protection.

As Lil-Lets wanted to challenge this wide held belief in a way that would really capture the audience’s attention, Leagas Delaney have created a campaign which stars a young man, rather than a woman, to demonstrate their SmartFit products.

In all three ads the young man appears in public in increasingly unexpected places to carry out a product demonstration. The first of the three ads features the young man in a coffee shop, who carries out a product demonstration in two tea cups in front of two un-suspecting ladies. The second two films will be seeded online throughout the rest of 2014. 

Leagas Delaney Managing Director James Hayhurst said of the campaign: “In such a conventional category, using a man to demonstrate the product really provides a fresh approach to femcare advertising. It’s not something we have seen before so should get people talking.”

Mary Young, Lil-Lets Head of UK Marketing at Lil-Lets, added: “This is the start of an exciting phase for Lil-Lets. Leagas Delaney has delivered a really different, fun and engaging campaign that still has our product demonstration at its heart. By using a man in our communications we hope it will help to normalise the subject of tampons while also showcasing how our SmartFit tampon works. ”