An integrated marketing communications campaign for Carefree Acti-Fresh Panty Liner

• Main Authors: Angeles, Lecxis, Jose, Maria Anna Celina B., Mateo, Althea Chrizelle E., Tan, Princess, Uy, Nicole Anne M.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18222
• Institution: De La Salle University

Carefree is the leading international brand of the company, Johnson & Johnson (J&J).1 It is the market leader among the panty liner brands. In 2012, Carefree started advertising their Acti-Fresh series with PANTYFEEL design in the Philippines (LOWE Philippines, 2012). The variants of the series are Healthy and Oxygen. Based on the research, interviews and survey conducted by the group, most consumers prefer using Carefree as their brand of panty liner and are satisfied with the performance of the brand. Carefree, makes use of both Above-The-Line and Below-The-Line advertising2 while its competitors communicate through Above-The-Line advertising and use digital advertisements as support.3 The brand has no problem in terms of its position in the market since according to the data given by LOWE Philippines, Carefree is already at the top. However, there is a problem regarding the perception of consumers about panty liners. Based on the survey, women feel that wearing panty liner makes them feel uncomfortable, and that is one of the problems the campaign wants to solve. The target market of the Carefree Acti-Fresh Series with PANTYFEEL design campaign are females aged 19 to 24 who are belonging to socio-economic classes AB and upper C. These are young adults residing in Metro Manila who are either on their last years of college or are first jobbers. They now have the power to decide which brand to use, therefore, product trial is important so that they may be convinced to use Carefree Acti-Fresh Series with PANTYFEEL design. According to Erik Erikson's theory of psychosocial development, females at this age strive to be independent. They now have the power to make their own decisions. They also put high amount of passion and dedication to the things they do. After all, this is the stage where impressions matter most.4 Soon, some of them will apply for a job and they will need to impress a lot of people in order for them to climb the ladder. Proving themselves to others and making a mark is their challenge. Young adults are also organized. They like to keep things in order and do not want to waste time as much as possible. Balancing their work or school activities and their social life is a must. The strategy of the campaign is to remove negative thoughts about panty liners by communicating to the target market that Carefree Acti-Fresh Series with PANTYFEEL design is different from other brands. It can give them the comfortable feeling that other brands do not offer. The group believes that it is effective to harp on emotions and feelings in the campaign, and using music is a good strategy to express the idea. According to Jung (1973), Music expresses, in some way, the movement of the feelings (or emotional values) that cling to the unconscious processes . In line with that, research proves that young adult females would like to find a companion who they can trust and who can understand their feelings well. The campaign will run for six months from March to August 2013. The creative materials are expected to be in the form of Above-The-Line advertising, Below-The-Line advertising and digital efforts.