Libresse: Absorption is nothing without fit

Milan Agnihotri, Gavin Hoh and Ben Chew
McCann, Kuala Lumpur

Campaign details

Brand owner: SCA
Agency: McCann, Kuala Lumpur
Brand: Libresse
Country: Malaysia
Industry: Feminine hygiene
Media budget (USD): Up to $500k
Channels 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 or bikes during their periods, this campaign featured oversized product demos, an animated green tea leaf battling odours and a humorous frontwoman. This case study cites increases in market share that the brand achieved following the campaign, in spite of a reduction in its media budget.

Campaign background