Carefree: #VosSabés

Carefree, a brand of pantyliners, used mobile first video ads to reach millennial women in Argentina.

Campaign details

Brand: CarefreeLead Agency: UMRegion: LATAM

Strategy

Objective

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...

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