Women loved the idea of fewer periods. What
could be more fabulous in a birth control? We had a unique benefit so we played
those four pink dots to the hilt. Center stage in TV and print. But niggling
doubts about long-term fertility (what AM I doing to my body??) meant a
campaign evolution was in the wings after early adopters jumped in. It also
meant an unbranded campaign to educate woman about why fewer periods were okay.