Female Bonding Events Break Down Product Taboos

A Case for Tampax

In 1999, Procter & Gamble's Tampax brand made its first overtures specifically to the African-American market through a series of events held at historically black colleges
and universities. The goal was to dispel some of the deep-rooted tampon myths that had been passed on through generations and to encourage product trial, thus converting black
women from 'special occasion' tampon users to regular Tampax users.