Bodyform/Libresse: #bloodnormal – This is what happens when whores and pimps become marketers

Campaign details

Brand: Bodyform/Libresse
Brand owner: Essity
Lead agency: AMVBBDO
Country: Global
Industries: Feminine hygiene
Media channels: Online display, Online video, Social media
Budget: Up to 500k

Executive summary

When we launched our campaign, we knew we would get some hateful reactions. But you don't break taboos without triggering visceral negativity. Otherwise, it wouldn't be a taboo.

This case study tells the story of how the Bodyform/Libresse marketing team galvanised the entire company to act more boldly to make a meaningful difference to its consumers: women.

It will explain how a great purpose, activated with courage and supported by invaluable consumer insights, helped to push against period taboos and establish a new paradigm for the category and for society.