Campaign details
Brand: LibresseBrand owner: EssityEntrant company: AMV BBDO, LondonPR: Ketchum, LondonMarket: GlobalSector: Feminine hygieneMedia channels: Online display, Online video, Public relations, Social media, TelevisionBudget: 5 - 10 million
Market background & objectives
Libresse/Bodyform has always been a purpose heavyweight.
We were the first brand to show period blood, a breakthrough moment of bravery. The category has since been scrambling to follow suit. Other brands were snapping up tickets to climb aboard the 'fempowerment' train, on a mission to break taboos, destination 'Feel Good'.
Whilst...