“The Tampon Book: A Book Against Tax Discrimination” won the PR Grand Prix at the Cannes Lions International Festival of Creativity. To circumvent Germany’s 19 percent luxury tax on feminine hygiene products, The Female Company packaged 15 organic tampons inside a 46-page book, which was taxed at the lower 7 percent rate for daily necessities.
Created by Scholz & Friends in Berlin, the campaign capitalized on momentum seen in countries like Kenya, Canada and India that have abolished higher tax rates for tampons. (In the U.S., rates are set state-by-state.) The first printing of "The Tampon Book" sold out in a day, and the second in a week—spurred by influencers, who were outraged to learn that they were paying a higher tax rate for menstrual products than for items like caviar, flowers, oil paintings and whole truffles.