THE POWER OF CLEAR SUCCINCT POSITIONING
The idea was to launch sanitary pads for women who had an early onset of menopause or suffered from PCOD induced heavy flow. A product that would greatly reduce the number of pads used in a day and avoid the fear and embarrassment associated with leakage.
Thinking Journey
Original Brief
Breaking into a heavily contested and near commodity category with two dominant market leaders.
Defining Moment
For most women, heavy flow was assumed to be a part of their life, something they would have to silently suffer and live with.
The Strategic Intervention
Shift focus from the quality or design of the product to the mental state and life impact.
The Solution Space
Showcase the real strength of the product – XXL pads that hold upto 2X more blood than a regular sanitary pad Shift the narrative freedom to enjoy which most category communication revolves around to kick starting a movement against the silent suffering that women face every month Be real about the problem of heavy flow and the fact that it will stain. However, you now have the power to manage these heavy flow days with Rio Pads.
