1994-5 campaign reversed decline in share and repositioned the brand despite aggressive competition from Tampax, health scares about the use of tampons and increased competition from towels. TV campaign was the first to be cleared to air before 9.00pm watershed. Strategy was based on discretion a theme carried through the product to packaging and advertising as well. Although TV spend was lower than competitors, brand share picked up immediately, advertising closely matched with rate of sale. Proved a 'quiet' approach could work. Payback estimate