Title | VIVA LA VULVA |
Brand | ESSITY |
Product/Service | LIBRESSE/BODYFORM |
Category |
B01. Challenger Brand Strategy |
Entrant
|
AMVBBDO London, UNITED KINGDOM
|
Idea Creation
|
AMVBBDO London, UNITED KINGDOM
|
Media Placement
|
ZENITH London, UNITED KINGDOM
|
PR
|
KETCHUM London, UNITED KINGDOM
|
Production
|
SOMESUCH London, UNITED KINGDOM
|
Production 2
|
TRIM EDITING London, UNITED KINGDOM
|
Production 3
|
750MPH London, UNITED KINGDOM
|
Production 4
|
TIME BASED ARTS London, UNITED KINGDOM
|
Credits
Paul Brazier |
AMVBBDO |
Chief Creative Officer |
Alex Grieve |
AMVBBDO |
Executive Creative Director |
Adrian Rossi |
AMVBBDO |
Executive Creative Director |
Toby Allen |
AMVBBDO |
Creative Partner |
Jim Hilson |
AMVBBDO |
Creative Partner |
Diego Cardoso de Oliveira |
AMVBBDO |
Art Director |
Caio Giannella |
AMVBBDO |
Writer |
Edwina Dennison |
AMVBBDO |
Agency Producer |
Mario Kerkstra |
AMVBBDO |
Designer |
Kim Gehrig |
Somesuch & Co |
Director |
Lee Groombridge |
Somesuch & Co |
Producer |
Seth Wilson |
Somesuch & Co |
Executive Producer |
Deepa Keshvala |
Somesuch & Co |
DOP Lighting Cameraman |
Elise Butt |
Trim Editing |
Editor |
Sam Ashwell |
750mph |
Sound Engineer |
Peter Raeburn |
Soundtree Music |
Music |
Bridget Angear |
AMVBBDO |
Chief Strategy Officer |
Margaux Revol |
AMVBBDO |
Strategy Director |
Summary
Girls aren’t born ashamed of their genitals. Yet over half of women are embarrassed by theirs and a growing number wonder how to “get the perfect vagina”. How can you care for something if you don’t love it the way it is?
This case shows how Libresse, a period care brand new to intimate care, decided to dynamite the myth of the perfect vulva through much-needed diversity and positivity that culture and the category were denying – because the only imperfect vulva is the one that is silenced and unloved.
It’ll explain how the decision to stop dancing around the issue – and instead, made it sing – was the right thing to do for women and for the brand:
• Launched organically, the long-form film earned media through sheer relevance, gaining traction globally.
• It smashed all brand metrics, including “brand seem different in the category” – over double the norm (Ipsos Dec. 2018).
• And we saw an immediate sales uplift at launch, meeting or surpassing targets across the campaign period, with products Libresse had never sold before, and 5 weeks after the launch, Libresse wipes already gained significant ground with market share reaching 33% – not bad for a new entrant in intimate care. (Nielsen data, Dec. 2018).
Please tell us about the challenger brand and how your campaign challenged / was different from your competitors
Libresse was new to Intimate care in a category where competitors where claiming to be “the intimate experts”, patronising women to use “the right soap”, but never acknowledging the reality of the anatomy, let alone naming it.
So obviously, no one was even showing anything resembling a vulva. Everywhere in the world, the category convention was the belly button wash.
Coming from period care and with our understanding of how period taboos are so toxic for women, we decided to smash category conventions and harmful taboos and myths about the vulva.
In a very clinical and functional category, we wanted to be the much-needed thought leader, bring empathy, truthfulness and light-heartedness to talk (or sing!) to women like human beings about a part of the body that no one should be ashamed of.
And when you avoid objectifying or patronising women, they seem to like it. Funny that.