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.
Join our community
This article is available only to subscribers. You can join here.
CR's premium content is available only to subscribers. Join today for the sharpest opinion, analysis and advice on life in the creative industries.
+44 (0)2072923703 or firstname.lastname@example.org