Toiletries & cosmetics

Taboo-tackling campaigns win APG Grand Prix for Bodyform/Libresse

News • 18 October 2019

A series of campaigns for Bodyform/Libresse tackling taboos around women’s periods and intimate hygiene has won the Grand Prix in the 2019 APG Creative Strategy Awards.

Bodyform/Libresse: There Will be Blood. And Vulvas.

Case Study • Account Planning Group - (UK), Grand Prix, 2019

Bodyform/Libresse, a brand of feminine hygiene products, campaigned in the UK to normalise discussions of periods, and women's bodies and establish itself as a vocal women's empowerment brand.

Stayfree: Project Free Period

Case Study • Case Studies on WARC, Creative Effectiveness Grand Prix, Creative Effectiveness for Good, 2019 Spikes Asia

Stayfree, a feminine hygiene brand, used the power of two taboos, periods and prostitution, to draw attention to women's employment potential in India and achieve 19% growth for the brand.

Stayfree: Project Free Period

Case Study • Toru Jhaveri, Sanchari Chakrabarty, WARC Prize for Asian Strategy, Gold, 2019

Feminine care brand Stayfree created a provocative social initiative in India to drive genuine change in the lives of marginalised women.

Stayfree: How pads bridged the gap from periods to progress

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, Abhishek Shastri, WARC Prize for Asian Strategy, Entrant, 2019

Feminine care brand Stayfree used a multi-media campaign in India to completely redefine its audience and value proposition.

Stayfree: Take Back Your Time

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Prize for Asian Strategy, Shortlisted, 2019

Feminine care brand Stayfree adapted a value proposition in India to boost sales and redefine how women see sanitary pads.

Libresse/Bodyform: Viva La Vulva

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2019

Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.

Always: Relevant content led to massive impact with young women

Case Study • MIXX Awards, Bronze, Native Advertising, 2019

Always, a feminine hygiene brand, engaged young women in Denmark in a discussion of menstruation which led to a 65% increase in Always usage.

Nana: Breaking the taboo around periods in the world’s most conservative region

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Entrant, 2019

Nana, a feminine hygiene brand, used educational content to connect with girls and increase sales in Jordan, Kuwait, the UAE, and Lebanon.

There will be Blood: Brand Activism gets Messily Effective

Article • WARC Exclusive, WARC at Cannes Lions 2019

In this talk hosted by WARC at Cannes Lions 2019, several speakers discussed the challenges and impact of investing in a meaningful strategy at scale.

Essity builds on 'virtuous circle of bravery'

News • 25 June 2019

Essity’s groundbreaking campaigns for its feminine care products have been helped along by support from another agency client which took a similar approach in its own category, in what AMV BBDO’s strategy director describes as ...

Nett Tampons: Boys React To Tampons

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Nett, a tampon brand, created a film to educate young girls in France on tampon safety which helped the brand increase its penetration by 2.2 pts.

Stayfree: Project Free Period

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Stayfree, a feminine hygiene brand, used the power of two taboos, periods and prostitution, to draw attention to women's employment potential in India and achieve 19% growth for the brand.

Bodyform/Libresse: #bloodnormal

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019

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

Bodyform/Libresse: There will be blood – and vulvas

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

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

What’s working in feminine hygiene

Article • WARC Category Intelligence, May 2019

Global strategies, campaign updates and trends in convenience feminine hygiene.

P&G: Always Fights to #EndPeriodPoverty

Case Study • SABRE Awards, EMEA, Consumer Health, Gold, 2019

Feminine hygiene brand Always employed an influencer campaign, backed by TV and a charity partnership, to highlight the problem of period poverty in the UK and boost sales of its pads.

Procter & Gamble: Always Fights to #EndPeriodPoverty

Case Study • SABRE Awards, North America, Corporate Social Responsibility, Gold, 2019

Always, the sanitary products brand, launched a campaign in the US and Canada to end period poverty among young girls, which resulted in 15 million pad donations.

The world's best FMCG campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which FMCG campaigns, along with the agencies that have worked on FMCG campaigns, have performed best over the past year.

Stayfree: How pads bridged the gap from periods to progress

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, Abhishek Shastri, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Feminine care brand Stayfree used a multi-media campaign in India to completely redefine its audience and value proposition.

Stayfree: It's my time, period

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Feminine care brand Stayfree launched a multimedia campaign in India to generate growth, recruit new consumers and deliver an informed discourse in a culture that stigmatises menstruation.

Stayfree: Project Free Period

Case Study • Aditya Kanthy, Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Awards, Gold, Effective Use of Brand Purpose, 2019

Feminine care brand Stayfree created a provocative social initiative in India to drive genuine change in the lives of marginalised women.

Nana: Breaking the taboo around periods in the world’s most conservative region

Case Study • Alvaro Bretel, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Nana, a feminine hygiene brand, used educational content to connect with girls and increase sales in Jordan, Kuwait, the UAE, and Lebanon.

Stayfree: Take Back Your Time

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Feminine care brand Stayfree adapted a value proposition in India to boost sales and redefine how women see sanitary pads.

Whisper: #WingsToFly

Rankings • WARC Media 100, 2019

Whisper, the feminine hygiene brand, targeted mothers in this campaign about the link between periods and education.