Lil-lets refreshes packaging and products

Li-lets: updates range with £2m push
Li-lets: updates range with £2m push

Lil-lets, the feminine care brand, is rolling out a £2m campaign to back its packaging overhaul and to promote the launch of three new products.

The marketing campaign, created by Big, features sampling, print, digital and PR activity.

The new tampon and sanitary towel packaging sports pastel-coloured tubs and bags tied with ribbons in order to "look good" and stop women feeling embarrassed when carrying the products.

Lil-lets is launching three new products as part of the activity, including a line of "teen ultra-towels" aimed at girls between the ages of nine and 14.

Lil-lets conducted consumer research that found women disliked having to carry sanitary products that do not have "discreet" wrapping or have "garish" coloured packaging and wrappers that make a rustling sound when opened.

Lil-lets said the new packaging uses a soft grey coloured "whisper-wrapper" to ensure complete discretion.

In 2009, Lil-lets launched into the applicator tampon market with an aggressive ad campaign to take on rival Tampax.

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