Libresse: Absorption is nothing without fit
Milan Agnihotri, Gavin Hoh and Ben ChewMcCann, Kuala Lumpur
Campaign details
Brand owner: SCAAgency: McCann, Kuala LumpurBrand: LibresseCountry: MalaysiaIndustry: Feminine hygieneMedia budget (USD): Up to $500kChannels used: Cinema, Events and experiential, Games and competitions, Internet - general, Point-of-purchase, in-store media, Public relations, Social media, Television
Executive summary
Against deeply-entrenched and bigger players in the Malaysian feminine care category, Libresse opted to challenge the advertising conventions of its peer set of brands. Rather than using tired images of women riding horses...