Karo Pharma/Asan: Reclaim intimacy

Asan, an intimate hygiene brand, created a sex education video to show young people in Norway what real intimacy looks like.

Background

Asan is the market leader in the intimate hygiene category with a 71% market share(groceries), a category that has experienced negative growth for several years. In February 2019, the battle for customers was further intensified when Libresse entered market. Libresse is the market leader in a nearby category and is a player with significant market funds.

Asan is well known amongst the consumers (79.8% women 18 years + / 87.5% women 15-29 years) , but preference and loyalty among cconsumers is low and declining, particularly among younger target groups which are important for Asan. This is a critical trend,...

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