Libresse Panty Liners: Vagina Varsity

Libresse, a brand of feminine hygiene products, increased value share by launching Vagina Varsity, an email campaign that taught women in South Africa about their reproductive health.

Advertiser: EssityBrand: LibresseAgency: NET#WORK BBDOCountry: South Africa

Objectives

Commercial objectives

1. Shift Libresse's value share from #5 to #4

A name change (from Lifestyle to Libresse) meant that the brand has spent a year at the bottom of the pack and so, Libresse set its sight on moving from the #5 position to #4 in terms of value share – overtaking competitor stay-free on this metric. See Figure 1: Value Share of Top 5 Femcare Brands: Oct 2015 - Nov 2016

2. Grow volume share without discounting

The company had been stabilizing...

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