Campaign details

Advertiser: Essity
Brand: Bodyform/Libresse
Agency: AMV BBDO London
Country: Global

Objectives

"This is what happens when whores and pimps become marketers."

This is the story of what happens when you decide to break toxic taboos related to your category when everyone has been too scared or oblivious to even touch on them.

Or, as some haters said, "this is what happens when whores and pimps become marketers."1 2

Our #bloodnormal campaign encountered a lot of visceral rejections and negativity from inception to implementation. But the positive impact it's had has gone to show that sometimes, it's worth pissing off some people to make things right for many more.

How did a challenger brand in the FemCare category manage to activate, creatively and through media, a bold purpose and a powerful insight to become outstandingly meaningful to its consumers – women – to punch above its weight as a brand, but also change culture, revolutionise the entire category, overturn the media rules and transform an entire global company?