Bodyform/Libresse: #bloodnormal – This is what happens when whores and pimps become marketers

Bodyform, the feminine hygiene brand, used a digital film to break taboos and connect with women globally.

Campaign details

Brand: Bodyform/Libresse Brand owner: Essity Lead agency: AMVBBDO Country: Global Industries: Feminine hygiene Media channels: Online display, Online video, Social media Budget: Up to 500k

Executive summary

When we launched our campaign, we knew we would get some hateful reactions. But you don't break taboos without triggering visceral negativity. Otherwise, it wouldn't be a taboo.

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