Mother Nature as Brand Strategy: Gender and Creativity in Tampax Advertising 2007–2009

@article{Rstvik2020MotherNA,
  title={Mother Nature as Brand Strategy: Gender and Creativity in Tampax Advertising 2007–2009},
  author={Camilla M{\o}rk R{\o}stvik},
  journal={Enterprise \& Society},
  year={2020},
  volume={21},
  pages={413 - 452}
}
In 2007, Mother Nature saved Tampax. An advertising campaign, featuring nature personified as a middle-aged woman, played a decisive role in helping the tampon brand overcome a challenging period. Five years earlier, the owners, Procter & Gamble (P&G) had developed their own plastic, as opposed to cardboard, tampon applicator in the form of Tampax Pearl, and were promptly sued for patent infringement by the original plastic applicator inventor Playtex (Hanes Brands), a fight P&G lost. On other… Expand
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