Our starting point was that sanitary protection should be something that women should want to have in their handbag. We also thought it was time to stop talking in technical terms about these products.

We made the wraps around the sanitary towels the main media of our campaign with 84 different designs. This is the part of the product you really see, in your handbag, the restroom etc. This is a possibility to make an invisible topic visible. Libresse Design Edition – Makes it a little more fun to have your period.

+4,5 % market shares on a falling market. (Down -0,6%)Over 100 000 visitors at campaign site.Over 60 000 design were made by consumers.PR worth more than 500000€.Exceptionally high figures in a low interest category.

Unusual and positive consumer reactions. (One woman bought 34 packs to try to collect all the designs before she contacted consumer contact to get the missing ones.) +20 % sell-in to the trade.The campaign is made best practise for Libresse and exported to their global markets.