Cause marketing is tricky. How to do actual good to society without having consumers doubt your motives, your CFO inquires about ROI, and you, as a marketer, do another boring campaign? “The Tampon Book” campaign by the Female Company is the answer to this question!
The campaign packaged 15 tampons by the brand in a book to get around Germany’s 19% tax on feminine hygiene products, which is much higher than caviar and truffles’ taxes. The first-edition and reprint of the book have sold out within a week and raised broad awareness (and outrages) around people paying the luxury tax for menstrual products.
The project has since won many awards and should really be a text-book example of modern communication — the magic when you combine PR with creativity.