Bodyform/Libresse: #PainStories

Libresse, a menstrual product brand, brought Periodsomnia to life in Europe by showing the reality of periods at night to connect meaningfully with women+ aged 16- to 54-years-old, gain a fair share of market share and creatively awaken a dormant segment.

Campaign details

Brand: Libresse (femcare) Brand owner: Essity Entrant company: AMV BBDOIdea creation: Abbott Mead Vickers BBDO London Market: Europe (general region) Sector: Feminine hygiene Media channels: Social media, Online display, Television & Connected TV, Word of mouth, Influencers, KOLs, Video on demand Budget: 10 - 20 million

Executive summary

After dropping a big red bomb in 2017 and changing the category for good with Bloodnormal, Viva La Vulva and Wombstories, Libresse’s latest campaign showed how shedding a light on women+’s experiences at night...

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