Libresse Val: 400 menstruation

Katy Guan, Airy Han, Anita Hsieh

As a new brand of sanitary napkins, Libresse hopes to break the society’s deep-rooted discrimination against menstruation, encourage women to get rid of the shame of menstruation and live their lives bravely, so as to establish a clear brand proposition, enhance brand awareness, and change consumers’ original Consumption habits, increase the market share occupied by the brand.

Case details

Brand: Libresse Weier

Brand owner: Vinda Trading Co., Ltd.

Main Agency : BBDO China

Holding Group : Omnicom

Put on the market: Mainland China

Delivery time: October 16, 2019-March 31, 2020

Industry : Commodity

Media channels : social media, video platforms, short video platforms, e-commerce platforms

Budget: 5.61 million

Case summary

Libresse's market share in China's sanitary napkin category is only X%. As a new brand, how can it break through? For many years, sanitary napkin brands have avoided talking about menstruation, and even used blue liquid to...

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