Mens Club is the name of a new member discount where Coop Prix cuts prices by 25 percent on menstrual products. The campaign, which launched on Women’s Day, March 8, 2021, is fully digital and developed in collaboration with Anti. Since then, the campaign has rolled out on Facebook, Instagram, Snapchat and TikTok and engaged a number of influencers.
Testing in digital groups
Many people are concerned about the price of menstrual products. According to figures from Nielsen cited by Kampanje, Norwegians bought menstrual products for almost NOK 400 million in 2020. Pads and tampons have a VAT rate of 25 percent, which is more than products such as chewing gum, drops and tea, which have a VAT rate of 15 percent.
Innsikteriet was contacted prior to the launch of the campaign to determine how this idea appealed to and captivated the target group of younger girls.
Since the expression differs from other typical advertising for this category, Innsikteriet was contacted ahead of the launch to determine how this idea appealed to and captivated the target group of younger girls. But also to talk to men about this and adult women who are familiar with the category.
In advance, Anti had created stimuli material that we tested more in digital groups and key issues were linked to:
- Immediate impressions. To what extent does the creative idea work?
- How do you perceive the member discount and the way you present it?
- Key scenes. Identify and optimize key messages in the film idea?
- To what extent is it able to engage the target group(s)?
- Understanding. Establish an understanding of how the creative idea works. How do they react to the way the category is presented?
- Relevance: Is this a relevant club to be a part of?
- Unique: Does it stand out in a noisy market?
- How does “MensClub” fit into Coop Prix’s desired position?
As always in this type of communication test, the work provided input on the idea itself and not least what can and should be clarified, adjusted and focused on to increase credibility and relevance in the target group.
You can see the full version of the commercial that was released in June 2021 here: