Bodyform/Libresse/Libra: It's Normal. Period.

Libra, a feminine hygiene brand, increased volume growth and category share in Australia by integrating period blood and products into popular Australian cultural icons.

Campaign details

Brand: Libra Brand owner: Essity Australia Agency: OMD Australia Market: Australia

Executive summary

In 2019, Libra proved that unlocking conversations was the key to reversing a four-year sales decline.

Social listening showed that Libra’s share of period care category conversations was only 11% with competitor activity at 17%.  We needed to increase Libra relevance, and Libra conversations to reclaim category leadership.