Libero Diapers

A child uses diapers for about thirty, which means that a third of the target group is exchanged every year.
  

SCA Hygiene Products AB/ Libero diapers

Agency: Forsman & Bodenfors

MARKETING SITUATION

A child uses diapers for about thirty months, which means that more than a third of the target group is exchanged every year. The Nordic market uses some 1.2 billion diapers each year. It has been dominated by two major players throughout the nineties, Libero by SCA and Pampers by Procter & Gamble who were head to head on equal market shares for 7 years. Until 1998.

ADVERTISING OBJECTIVES

Efficient advertising every showing has to do a better job. Flexible advertising SCA does not...

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