Playtex Gentle Glide launched in 1973, at a time when tampons with plastic applicators were considered a revolutionary innovation. But a lot has changed. The market has been flooded with the arrival of specialty competitors. New brands – LOLA, CORA, Diva Cup – are quickly stealing market share by capitalizing on a new generation of health-conscious consumers who want products that promise an enhanced sense of well-being. Specialized benefits such as organic materials, direct-to-consumer services, and over-the-top additions such as probiotics have convinced our consumer that more is better for her.
Realizing the new market dynamics, Playtex found an opportunity to evolve with a product that addressed what she really wants when it comes to tampons. Simple, effective and safe. The brand created Playtex Simply Gentle Glide, which features a clear plastic applicator free from color, dyes and BPA, with the promise that it will deliver everything she needs without the "extra" things she doesn't.
The goals of this campaign were to increase awareness of this new product innovation while making Playtex relevant again to millennial women.
The world has gotten a bit too "extra". From 24 karat gold face masks to unicorn Frappuccino's to bluetooth connected tampons, women today are living in a Kardashian, Goop obsessed culture. So to make Playtex stand out in an aisle where specialty newcomers were cashing in on this obsession with "more", we knew we had to play along. To speak her language, we enlisted the help of an authentic comedic voice: D'Arcy Carden ('Janet' from 'The Good Place'). Together we poked fun at the extra-fication of femcare products with Xtra: The world's most 'extra' tampon. The fake product was announced via an SNL-style parody ad ultimately proving that, when comes to your vagina, simpler is better.
Xtra trended instantly on Instagram's Discover page and earned over 184 million impressions in just 48 hours. Love for the brand skyrocketed and the social conversation around Playtex increased by 182%. 98% of comments on the film were positive with proclamations such as @kaymishla: I've never felt more known in my life. 22 celebrity influencers organically praised the video such as Ilana Glaser ("Broad City"): This is fucking awesome and Mandy Moore ("This is Us"): Gurlllll. This is everything!!!
Not only was it loved by fans, Xtra also helped to drive the bottom line by enlisting new brand fans with comments such as @anniegreardon Omg hahah amazing and you may have converted me from Tampax to Playtex, so well done for you.