Carefree, Sempre Livre: Let It Flow

Johnson & Johnson brought together Sempre Livre and Carefree as a single platform in Brazil to increase penetration by addressing social menstrual taboos and poverty-related issues, increasing awareness and engagement across all society.

Campaign details

Title: Let It FlowBrand: Johnson & JohnsonProduct: Sempre Livre® e Carefree®Idea: Wunderman ThompsonCountry: Brazil

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessBRAZILWomenTeenagers & young adults (13-25)LowThe average total spend for this work was around 1.7 million dollars.


Sempre Livre and Carefree are Johnson&Johnson's sanitary napkins brands in Brazil. Although napkins are essential products, more than 11M Brazilians don't have access to pads and the topic still is a cultural taboo.

These issues impact the health of millions...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands