Joya Sanitary Napkin: A topic of 'shh...' to a topic 'must talk about'

The case study describes how SMC marketed its Joya sanitary napkin in Bangladesh, where the topic of feminine hygiene was a religious and cultural taboo.

Joya Sanitary Napkin: A topic of 'shh…' to a topic 'must talk about'

Ummiya Rahman

Campaign details

Brand Owner: Social Marketing CompanyLead agency: Grey Advertising BangladeshBrand: Joya Sanitary NapkinCountry: BangladeshIndustry: Feminine hygieneMedia: Newspapers; Point-of-purchase, in-store; TelevisionBudget: Up to 500k

Market background and cultural context

The sanitary napkin is not an absolutely new product in Bangladesh, more or less everyone is aware of the category because of extensive marketing and communication efforts. However, in this part of the country, where more than 90%iof the populations are...

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