In 2017, feminine hygiene brand Libresse, owned by Essity and known as Bodyform in the UK, put itself on the map with a campaign called #BloodNormal. Created by AMVBBDO, this spot won applause for showing realistic looking red blood instead of picturing the blue mystery substance that’s long been the TV version of a period. For breaking the norm and daring to correct the wrong, Libresse positioned itself as a risktaker in the sector.
The honest depiction of a woman’s period – a women asking a friend for a pad at a dinner table, the pain of cramps, blood tricking down a leg – was met with a resounding “Yes! Finally!” by consumers, the media and award schemes. The brand has taken a similarly provocative stance in other markets as well, their 2018 Men-struation campaign for Malaysia urged men to understand periods better, releasing a series of videos educating men about things like the different type of sanitary products available or how to support a woman on a period.