Background/business challenge
Bodyform/Libresse (Essity) is a global Feminine Care brand, but a challenger brand in many markets. In the UK, it's #3 behind giants Always and Tampax (P&G).
Competitors had not only been outspending us, they had increased their investment year on year (2015 to 2016 saw an 8% increase in media spend by P&G) and Always was advertising almost all year round. We couldn't afford to compete on price and promotions, or outspend competitors.
We started building a brand platform, "Live Fearless", to help women live the life they want without letting their periods hold them back. We created...