Bodyform/Libresse/Libra: It's Normal. Period.

Libra, a feminine hygiene brand, increased volume growth and category share in Australia by integrating period blood and products into popular Australian cultural icons.

Feminine hygiene
Australia

Campaign details

Brand: LibraBrand owner: Essity AustraliaAgency: OMD AustraliaMarket: Australia

Executive summary

In 2019, Libra proved that unlocking conversations was the key to reversing a four-year sales decline.

Social listening showed that Libra’s share...

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