O.B. Tampons has launched an integrated national campaign to educate Gen Z women about the benefits of tampons without applicators, focusing on O.B.’s comfort and protection in a tiny package, with less plastic waste.

The campaign runs until September and features Canadian influencers Spencer Barbosa, Caleon Twins and Sam Doll in a summer-long brand ambassadorship. The content creators are developing a series of videos and static content focused on the effectiveness of O.B. The videos and posts include unboxings, product integration and candid reviews.

To connect with the target audience and to generate trial, the campaign includes a consumer contest with five $1000 cash prizes, plus a sampling program providing thousands of consumers with free packs of O.B. Also, a 60-second how-to video was developed for the brand website and YouTube to demonstrate to users on how to unwrap and prep the non-applicator tampon for use.

The program is amplified with a TikTok takeover and digital media support. The campaign was developed by Paradigm which also manages the influencer program, product sampling, consumer contest, video, and influencer whitelisting. VMG Cinematic produced the video with Wavemaker handling the TikTok takeover and other TikTok ads.

O.B. is a brand of global consumer products company, Edgewell. Its portfolio of brand names includes Schick and Wilkinson Sword men’s shaving products; Schick and Billie women’s shaving products; Edge and Skintimate shave preparations; Playtex, Stayfree, Carefree, Banana Boat, Hawaiian Tropic, Bulldog, Jack Black and Cremo sun and skin care products; and Wet Ones moist wipes.