Lil-Lets takes light-hearted tone in push for young audience

The press campaign, created by Leagas Delaney, uses provocative headlines alongside facts in a bid to connect with younger women.

The two executions read, "Horny. If your period makes you feel a bit horny, it’s because your body knows an orgasm is one of the best, natural ways to ease the discomfort of cramps" and "Having a giggle doesn’t just take your mind off period pains, it releases powerful endorphins that help reduce them."

The ads direct consumers to Lil-Lets' website, with the line: "To find out how your body works, visit www.lil-lets.co.uk".

The ads will appear in women’s monthly and weekly magazines, supported by digital executions that link to an interactive Body iQ quiz that aims to test consumers' knowledge if how the human body works, about "everything from orgasms to the shopping gene".

The ads will feature Lil-Let’s new packaging, first revealed in October last year, and mark the next phase in the brand’s refresh.

The new packaging features pastel-coloured tubs and bags tied with ribbons in order to "look good" and stop women feeling embarrassed when carrying the products.

Clodagh Ward, director of marketing at the independently-owned brand, said: "At Lil-Lets we are passionate about celebrating femininity and all there is to love about being a woman.

"The campaign devised by Leagas Delaney brings this vision to life and underpins what we are all about – we know that periods are a natural part of a woman’s life and we are in tune with how it makes you feel."

This article was first published on marketingmagazine.co.uk