Campaign details
Brand: LibresseAdvertiser: Essity FemCareEntrant: AMV BBDOPrincipal author(s): Bridget Angear and Margaux Revol, AMV BBDOContributing author(s): Tanja Grubner and Thierry Vanden Berghe, Essity; Philip Kitchin, IPSOS; Anna Shaw, Zenith; Bea Farmelo, Sarah Hore-Lacy and Sara Abaza, AMV BBDO
Executive Summary
Sometimes, effectiveness is a messy business. Libresse* is a small player in a mature market dominated by some big players. A conservative Swedish company whose origins lay in toppling trees, not taboos. We couldn't outspend competitors, so we chose to outsmart them. We drove fame (talkability) by tackling the taboos...