Libra, SCA’s feminine care brand in Australia and New Zealand, has had the flip top lid some 20 years ago. But times change and tampon consumers need more from their packaging.
The new Libra packaging with its bright, attractive patterns now has a click lock lid so that even when the box is upside down, tampons can’t fall out. Another bonus here is that the packs can be opened with one hand.
Look inside the box
To ensure that everyone notices the upgrade, SCA is launching The Lucky Box campaign.
The campaign will run across Libra tampon lines, inviting consumers to look inside their click lock box as there is every month a chance to win AUD 10,000 in New Zealand and Australia from December 2009 to April 2010. Women and girls will be able to enter the competition by text messages / SMS or through www.libraluckybox.com.
Consumers who find a golden tampon in their click lock box will instantly win one of 1,000 Visa AUD 50 gift cards.
Hot air balloons
The upgraded Box will be even more visible as the Libra Lucky Box hot air balloons with will fly over the eastern seaboard of Australia.
Source inside 2/2009 newsletter More information Genevieve Dennis ()