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Lil-lets has taken the unusual step of sending samples to consumers both of its own products and those of Procter & Gamble-owned Tampax.

Although Lil-lets is the market leader in the non--applicator tampon market, and has a 24% share of the overall £100m tampon sector, its -applicator range, launched last year, has a relatively low profile. Lil-lets is aiming to reach a 5% share of the market by the end of 2010. 

The direct mail campaign, which will reach about 10,000 consumers, urges the recipient to carry out a 'dip test' using two test tubes that will enable them to compare the products. The intention is that having seen the results of the test, recipients will in future choose Lil-lets over Tampax.

The mailing also includes a letter that directs consumers to a comment board on the - Lil-lets website where they can share their views on the products. According to Lil-lets, it has about 56,000 people registered on its database.

The dip test is part of a £750,000 marketing campaign for the Lil-lets applicator range. More than 500,000 -samples will be distributed to the brand's target market of 25- to 45-year-old women.

Lil-lets senior brand manager Jackie Roberts said that TV advertising regulations prevent the brand from naming competitors or making -direct comparisons to their products in television advertising. Lil-lets is therefore running a comparison video on YouTube where those restrictions do not apply. The video has so far been viewed by about 30,000 people. 

'We have a better product, but it's hard for us to demonstrate this on TV. Therefore online is the ideal channel,' added Roberts.

Lil-lets has also revamped the packaging for its Compact -Applicator range.

As with the direct mail campaign, the overhauled packaging is designed to drive awareness among consumers and challenge Tampax.

Seymourpowell, which carried out the redesign, was tasked with giving the range a distinct identity from Lil-lets' non--applicator selection.

The packs use a 'handbag' theme, which features images of items commonly found in bags, such as keys, a purse and tampons.

Roberts  said that with women spending less time browsing feminine hygiene products, the packaging had to work harder to generate sales.