Feb 11 2010

New look for Lil-lets

Seymourpowell has created a new pack design for the UK’s leading non-applicator tampon brand, Lil-lets having secured the brief following the successful redesign of the Lil-lets’ compact applicator range.

Lil-lets has long been the UK market leader in the non-applicator tampon category, with 78.6% market share* and more than 2.6m users**. Offering a widthways-expanding tampon, Lil-lets is proven to prevent leaks more effectively than other tampons which mainly expand lengthways.

Seymourpowell has created a contemporary design for the brand leader, which reinforces its positioning with women as the non-applicator tampon of choice.  The new look imbues a confident and feminine approach for the target market while also giving the non-applicator packaging a distinctly separate identity from that of the compact applicator range. In addition, Lil-lets quantitative research (2009) amongst 257 Lil-lets non-applicator users shows that the newly designed packs are now 20% quicker to find on shelf than the current lilac design.

Neil Hirst, creative director at Seymourpowell commented, “The new design for Lil-lets non-applicator tampons is feminine and modern but also acknowledges that women wish for an element of discretion to be respected within this category. To achieve this whilst creating a design that has shelf impact has been challenging but we are confident that it will bring new users into the brand and reinforce its leadership position.”

Jackie Roberts Lil-lets senior brand manager added, “The contemporary styling of our new packaging gives the non-applicator range a strong identity and clearly differentiates it from our compact applicator tampons. It challenges the category norm and as women spend so little time at the feminine hygiene fixture we are confident that our new packaging will work hard for the brand at point of purchase.”

* IRI HBA Outlets value data 52 w/e 31 October 09
** TGI data 52 w/e March 09