Little things make a big difference

Lowe has created a new TVC and print campaign to launch Johnson & Johnson’s Carefree Flexia, the first tampon designed with wings, into the market. Entitled “Little Things” the TVC executions include a 30 second and two 15 second ads as well as three print executions. The campaign conveys a simple and intuitive message that most women can relate to - it’s the small things in life that make us feel most confident in ourselves.

Lowe Executive Creative Director, Dave Johnson says: “This approach allows women to share in the little secret weapons that they might not ordinarily reveal, that help lift their confidence. The insight that little things in life can make a big difference to a woman’s confidence, allowed us not only to explore a truth in their lives, but also provide an integrated role for the product innovation to play within it. It’s also possibly the first time ‘chicken fillets’ have featured in a commercial for something other than a burger chain!”