Libresse: Periodsomnia

Libresse, a period product brand, launched its global campaign Periodsomnia to face the struggles faced while trying to sleep on your period.

Campaign Summary

Periodsomnia was created to shine a light on women+'s experiences at night and to re-awaken a dormant segment for the Libresse brand. Given that the core of Libresse' sales came from the day segment, choosing to focus on Libresse's Goodnight towels was bold. Despite this, we believed if we could be outstandingly relevant to women+ when they needed it most, (during the night when they are not in control of their bodies and able to change their pads) this would have a halo effect on the entire brand.

The first thing we did was look at the cultural...

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