Launching a game-changing period product to Kiwi’s.
Tampi is a device that helps menstruators insert tampons. It’s a glove that is pulled over the finger, in which you place the tampon at the top to help direct and glide it in. The aim is to reduce the pain and discomfort associated with inserting tampons, which is a barrier to entry for many young menstruators, while being more sustainable and more hygienic to use.
Our task here was to launch the Tampi brand and product in a way that gets people in New Zealand talking and drive trial.
Our insight
For those who use tampons, the experience is ok at best, and often uncomfortable. When you have a period once a month, that’s a lot of times (and tampons) to feel uncomfortable about.
We’ll get women to reassess their tampon routine by introducing Tampi as the perfect partner that transforms any tampon moment from uncomfortable to comfortable.
Launch film
We’ll use shelf wobblers in the period products section in pharmacies to speak to how much better Tampi makes tampons. The finger will also literally point customers in the direction of where Tampi is on the shelf.
We’ll leverage other pharmacy duos, products that work best together (think cleanser & moisturiser), and use them to signpost to how well Tampi works with tampons.
How we’d show up on social
We’ll share memes and tips for how to make your periods a little easier.
We’ll find comparisons of other iconic partnerships that solve the same pain points Tampi does (e.g. comfort, clean, hygiene).
We’ll hijack tampon Instagram posts, showing how we’re better as a pair.