Modess Pentapack

In a napkin market driven by low-priced thick pads, we were challenged to help convince more women to try Modess Ultra Thin. Knowing that the average shopper takes less than 30 seconds to choose a pad, we knew that for this campaign, being unconventional was key—Unconventional Packaging and Unconventional Merchandising.

The Modess Pentapack resulted to a 48% increase in trial from thick pad users and a 10% increase in share. This campaign also won Best In-Store Maximization and Best Integrated Marketing Campaign in J&J’s Maverick Awards.