Campaign details
Brand: LibresseAgency: BBDO China
Campaign Summary
Period has historically been a taboo in China for thousands of years, carefully hidden by women and the society. The communication norms in the feminine care category perpetuated this taboo even further.
As a latecomer, Libresse, with little market share, brand awareness, and media budgets, disrupted the period-shaming category through the idea of "400 Periods": Every woman has only 400 periods in her lifetime. Periods are too rare to feel ashamed about, so every period should be embraced, not hidden.
As a result, the campaign successfully disrupted the already...