HARTMAN - RICO a. s.: Ria - You Don't Have to

Ria, a female hygiene brand, created a video and social campaign to encourage women across the Czech Republic to openly discuss the subject of menstruation.

Campaign details

Agency: SYMBIOCountry: Czech Republic

Background

Ria is a brand of women's hygiene products, its main products being pads and tampons. In this category, the market consists of 5 brands whose products are basically the same. The way of communication in the Czech Republic is also very similar for all these brands.

The awareness of the brand Ria was on quite a high level among the consumers, however, it was perceived as a brand of pads. Though Ria has always been producing tampons and wanted to show this to consumers. Moreover, the target group agreed that...

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