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News

In retrospect, 2018 will be regarded as the year purpose went mainstream, says the chief marketing officer of IKEA in a new WARC report that highlights brand purpose strategy trends for effective marketing.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

Case Study

Whisper, a feminine hygiene brand, increased sales among women in India by increasing adoption of pads, particularly in more rural areas.

Article

Bodyform/Libresse, the global feminine hygiene brand, made a campaign that shocked media owners, whose rejections fuelled the campaign creative to win a Titanium Lion at Cannes.

Case Study

U by Kotex (UbK), a feminine care brand, overtook market leaders in Australia by straying away from femcare advertising clichés and embracing its own lack of importance in the lives of its consumers.

Case Study

Essity, a hygiene and health company, built brand awareness for its feminine hygiene brand Libresse by addressing the taboo around menstruation in sport in Sweden.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.

Case Study

Stayfree, a female hygiene brand, increased awareness of its night time sanitary product in India by launching an animated demo video to highlight its benefits.

Article

P&G is profiting from putting diversity, inclusion and sustainable development at the heart of its brand purpose.

Case Study

Whisper, a feminine hygiene brand, used a campaign that challenged society's expectations of women to connect with young women in India.

Case Study

U by Kotex (UbK), a feminine hygiene brand, produced a TV and social campaign in Australia that broke category conventions by showing that women can achieve cool things, whether they're on their period or not.

Opinion

Margaux Revol, Senior Strategist at AMV BBDO, reflects on Bodyform’s #bloodnormal initiative that took the Glass Lion Grand Prix at Cannes Bodyform/Libresse (Essity) is a Feminine Care brand with a global presence, but still a challenger, far behind the P&G giants (Always and Tampax), particularly in the UK.

Gunn Report

Bodyform and Libresse, the feminine hygiene brands, launched a campaign centred around an online video that disrupted taboos in British culture and went on to connect with women globally by showing period blood in a positive light.

Case Study

Libresse, a brand of feminine hygiene products, increased value share by launching Vagina Varsity, an email campaign that taught women in South Africa about their reproductive health.

Case Study

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

Case Study

Bodyform, a brand of feminine hygiene products, got its company to think and act more boldly than ever before in order to bring to life its purpose and make a meaningful difference to women.

News

CHICAGO: U by Kotex Fitness, the feminine care line manufactured by Kimberly-Clark, found success by tapping into the power of influencers and integrated digital content to reach its target audience in the pre-shop phase.

Case Study

Bodyform, a feminine hygiene brand, used YouTube to help it launch a powerful film that broke the taboos surrounding periods.

News

GLOBAL: A ground-breaking campaign by AMV BBDO for feminine hygiene brand Bodyform has won the Grand Prix in the Effective Use of Brand Purpose category in the 2018 WARC Awards.

News

AMSTERDAM: UK food retailer Iceland, working with the PR specialist Weber Shandwick, has won the Platinum SABRE Award for Best In Show at the 2018 SABRE Awards EMEA, with #toocoolforplastics, a campaign that hit an important environmental ...

Case Study

Libresse, a brand of feminine hygiene products, launched the #bloodnormal campaign across the world to normalise discussion of periods and establish itself as a vocal women's empowerment brand.

Article

Kimberly-Clark, the health and personal care giant, found that reaching female consumers in the pre-shop phase was vital when launching U by Kotex Fitness.

Research Paper

Synapsis, a market research company in Colombia, introduced the use of the Internet of Things (IoT) in its market analyses and partnered with a B2B business to create a quote simulator.

Research Paper

Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.

Case Study

Bodyform, the feminine hygiene brand, used a digital film to break taboos and connect with women globally.