Lead Agency: UM
For more than 30 years, Carefree has been an iconic and leader brand in the panty liners category in Argentina and the responsible of leading the conversation. But in the last years the category has not grown significantly and media investment was mainly concentrated in TV.
In Argentina this category's media doesn't exceed 50% penetration and the frequency is lower than recommended, besides the communication messages were focused on functional descriptions that were increasingly less relevant to our audience.
Strategic Objective: Increase brand relevance and sales by directing new communication to younger women in Argentina to get them to reconnect with. Carefree was determined to go further, so our initial objective was to gain at least 2 points of SOM during the campaign and increase volume sales at least 15%.