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Essity: The Magic Triangle

Case Study • SABRE Awards, EMEA, Gold, 2021

Essity, a health and hygiene company, and its femcare brand Nuvenia, aimed to break down the barriers in Italy surrounding female intimacy.

Karo Pharma/Asan: Reclaim intimacy

Case Study • SABRE Awards, EMEA, Gold, 2021

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

Kotex

Case Study • MMA Smarties, Silver, MENA, 2020

Kotex, a menstrual hygiene brand, focused its campaign on mobile gaming in Saudi Arabia, Bahrain, the UAE, Oman and Kuwait with video content celebrating female Arab champions in their chosen field.

Poise: Helping Women Bounce Back

Case Study • SABRE Awards, Gold, North America, 2021

Poise, a brand of incontinence pads, upheld its brand goal of helping liberate women from the obstacles in their way by financially supporting women owners of small businesses in the USA.

Always: The New Brave

Case Study • MMA Smarties, Silver, EMEA, 2020

Always, a menstrual hygiene brand, launched its platform The New Brave to build affinity with Always consumers in the UAE, Saudi Arabia, South Africa and Pakistan.

Always: Rabbi Bot

Rankings • WARC Media 100, 2021

Feminine care brand Always built equity and increased relevance among religious Jewish women in Israel by creating an app to resolve tensions around biblical commandments and menstruation.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

How P&G reached an audience without mass-media channels

Article • Alex Brownsell, WARC Exclusive, April 2021

WARC asked Gal Swisa, Always Brand Leader at P&G Israel, and Gilad Kat, Mediacom’s Team P&G Communication Planning Director, about the success of ‘Rabbi Bot’.

Bodyform/Libresse/Libra: Viva La Vulva

Rankings • WARC Effective 100, 2021

Bodyform/Libresse/Libra, a brand of feminine hygiene products, embraced all forms of genitalia by launching a lip sync video that encouraged UK and Scandinavian women to love themselves, vulvas and all.

Bodyform/Libresse/Libra: Viva La Vulva

Rankings • WARC Media 100, 2021

The Female Company: The Tampon Book: A Book Against Tax Discrimination

Rankings • WARC Creative 100, 2021

The Female Company, an organic period products brand, changed German law through evading higher rates of taxes with tampons by selling them in the form of books.

Stayfree: It's Just A Period

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Stayfree, a brand of menstrual hygiene products owned by Johnson & Johnson, strove to ease the tension surrounding menstruation in Indian.

Tampax Partnered With Amy Schumer To Turn Question Marks Into Periods

Case Study • SABRE Awards, IN2, North America, Best in Brand Narratives, 2021

Tampax, a brand of tampons, launched its humour-led campaign #TimeToTampax to encourage conversation around the taboo topic of menstruation in the USA.

Cricket viewership grows amongst Indian women

News • 26 January 2021

Sports viewing has long been a predominantly male pastime in India but there are signs that is changing and brands are responding accordingly, especially with regards to the nation’s favourite sport of cricket.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Always: Always On Bat-Mitzvah

Case Study • Gilad Kat, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Feminine care brand Always created a virtual Bat Mitzvah to appeal to girls over 12, and their mums, in Israel.

U by Kotex: Black Community PMP

Case Study • Sherine Patrick, Nisha Ashra, Rachel Lowenstein, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Feminine hygiene brand U by Kotex founded a Black Community private marketplace (PMP) in the United States that supported Black content creators and publications; its goal was to raise brand awareness, consideration and favorability by allying itself with Black Lives Matter (BLM).

Always: Rabbi Bot

Case Study • Gilad Kat, WARC Media Awards, Gold, Effective Use of Tech, 2020

Feminine care brand Always created an app to solve tensions around biblical commandments and menstruation to build equity and increase relevance among religious Jewish women in Israel.

U by Kotex: Black Community PMP

Case Study • MMA Smarties, Bronze, North America, 2020

U by Kotex, a feminine hygiene brand, created a specifically designed Black Community Private Marketplace (PMP) to support the Black community in the USA.

Kotex: Creating a trusted service for girls and overcoming taboos

Case Study • MMA Smarties, Gold, X (Global), 2020

Kotex, a brand of menstrual hygiene products, increased market share and brand recall in Russia by launching a mini-app tracker and chatbot that reminded young women when they needed to stock up on menstrual products.

TENA: Too much?

Case Study • Laura Hazell, Beatrice Farmelo, Rob Sellars, Ben West, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Feminine incontinence products brand TENA ran a multi-channel campaign in the United Kingdom and France to improve its image by breaking taboos around related to women's health and ageing.

Libresse: Liberating Our Periods - Libresse women marketing campaign

Case Study • SABRE Awards, APAC, Consumer Products, Gold, 2020

Libresse, a feminine hygiene brand, launched its campaign Liberating Our Periods on Menstrual Hygiene Day in China with the aim of dismantling prejudice against menstruation and building the brand as a new and sharp symbol of female power.

Always Free: SEMPRE LIVRE®, Sempre Juntas

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2020

Stay Free, a brand of menstrual hygiene products, launched a series of press kits and a documentary to break the taboo around the subject of menstruation in Brazil.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
What's working in cosmetics and beauty aids

Article • WARC Category Intelligence, July 2019

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
Competitor strategies in beauty and personal care

Article • Euromonitor Company Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.
L'Oréal Paris: No.1 and always worth it

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris, a cosmetics company, launched its Because You're Worth It slogan across a decade's worth of ads in the UK to improve brand saliency among women in a period of market decline.