Agency: Leo Burnett | Authors: Gurdeep Puri and Mark Stockdale |
Naturella – Mother Nature's gift: how communications drove one of the most successful launches in one of the most challenging marketplaces in the world
INTRODUCTION
Right now, roughly 10% of the world's women are menstruating. And they will do so, regularly, for 30–40 years of their life. 'Feminine Care' (femcare) is thus big business – about US$16 billion a year worldwide, of which roughly US$10 billion is pads1.
But it's also an exceptionally challenging category in which to do business. Periods are a tricky topic, and not...