Libresse: A messy business

Libresse, a brand of feminine hygiene products, launched its Live Fearless narrative in the UK through which it created a series of campaigns around normalising periods, both in culture and the media.

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...

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