P&G debuts Tampax ads

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Procter & Gamble Co., Cincinnati, on March 1 broke a new TV and print campaign from Leo Burnett USA, Chicago, for Tampax tampons, featuring the tagline "Tampax was there." This is the first "brand equity-building" campaign P&G has launched for the brand since it was purchased in 1997, said brand manager Bill Pearce. The first TV spot features film clips from Woodstock, with another TV spot, titled "Spring Break" and breaking March 15, featuring scenes of women on spring break from the 1960s through '90s. "We are trying to reflect in the campaign that mothers have introduced their daughters to Tampax for over five generations," Mr. Pearce said.

Copyright March 1999, Crain Communications Inc.

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