Australian agency taps the Web to advertise sanitary hygiene products

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Internet to promote Libra sanitary hygiene products to teen-age girls. The site features such things as flying tampons and pads and a diary to record special dates.

Martin Lindstrom, manager of CHI, a subsidiary of Clemenger BBDO Melbourne, describes the site, which is tailored to different age groups, as "edutainment."

"This is the first site in Australia to target girls of 12 to 16 and young women of 16 to 24...37% of all our consumers are girls," he said.The Internet is the right vehicle for Libra, he said, because of the nature of the information sought. "Access is not a major concern because of the growing use of the Internet in education...most schools are connected now." Development of the site is being promoted on product packaging and in a magazine print campaign. Development cost about $75,000.

Copyright July 1997, Crain Communications Inc.

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