Advertiser: EssityBrand: LibresseAgency: NET#WORK BBDOCountry: South Africa
Objectives
Commercial objectives
1. Shift Libresse's value share from #5 to #4
A name change (from Lifestyle to Libresse) meant that the brand has spent a year at the bottom of the pack and so, Libresse set its sight on moving from the #5 position to #4 in terms of value share – overtaking competitor stay-free on this metric. See Figure 1: Value Share of Top 5 Femcare Brands: Oct 2015 - Nov 2016
2. Grow volume share without discounting
The company had been stabilizing...