FAM PROTECT… WOMEN CAN NOW STAY CONFIDENT
Fam launches its latest incontinence pad, discretely protecting against leakage
Fam launches Fam Protect, its latest incontinence pad, providing effective protection against leakage for women in Saudi Arabia suffering from urinary incontinence. Comfortable and discrete, the innovative product, available in four different levels of absorbency, gives women the freedom to continue their daily life with confidence.
In October 2018, a launch ceremony was held at Jeddah’s Mövenpick Hotel City Star, where brand managers presented Fam Protect and discussed the product’s role in preserving the dignity of women living with light, moderate or heavy incontinence. As part of the product’s launch, a digital campaign ran on Fam’s online platforms to educate its audience on the difference between a regular feminine pad and the incontinence pad in terms of absorbency speed and odour neutralisation.
In addition to highlighting the causes of incontinence and sharing preventive measures, promotional materials showcased the role of Fam Protect in helping women to seize the day with confidence, with the assurance of complete protection. For further exposure, as part of an E-marketing strategy, Fam also sponsored educational articles on the popular Arabic-language content website Mawdoo3. In addition, promotional ads were posted on the premium Arab video on demand service Shahid.
The packaging of Fam Protect takes centre stage, with the four different products colour coded to denote protection for differing degrees of incontinence. The design nods to the brand’s iconic flower, while packaging labels highlight Fam’s renowned natural cotton feel and endorsement from the Saudi Urogynecology Group.
