Situation - ?Women have fought not to be labeled by their appearance. Besides that, a survey revealed that 65% of them do not feel represented by advertising.

Brief ?- eQlibri has supported women's self-acceptance through countless initiatives. But its packaging didn’t reflect that. That’s why we created new packaging and we took the chance to rebrand eQlibri.

Objectives ?- To show our support to women, rip off old labels, inspire them to feel proud about themselves and willing to support each other.

• Project scale and volume ? - All eQlibri products produced during February and March had the new packaging. They were distributed throughout Brazil.

eQlibri supports women's self-acceptance, so we took a stand: we turned our packaging into billboards to highlight essential topics related to them.

The target was: Real women 25-40 years old, urban, that have a hectic routine and are divided between work, home, family, gym and friends.

• Data gathering :?

According to Todxs Research, 65% of Brazilian women do not feel represented by the advertising made in the country.

• Target audience

Real women 25-40 years old, urban, that have a hectic routine and are divided between work, home, family, gym and friends.

• Approach ?

To fight against damaging stereotypes and inequalities, we took a stand and turned our own packaging into billboards to highlight diversity and equity.

We redesigned our packaging to proudly represent ALL women. Films, POS, OOH, social networks and our own product helped spread the message.

The campaign began on International Women's Day and lasted until the end of April.

All eQlibri products produced during March and April had the new packaging. They were distributed throughout Brazil.

Ad value has grown over U$$ 600.000,00

• Value for consumer:

Thousands of women have identified immediately and showed how much they felt represented through Instagram Stories, posts and comments.

• Reach/cultural impact: Potential range of 28 million people.

Sales increased 5% in a period when retail has dropped.

• Achievement against brief:

Large publications as Vogue and Marie Claire considered our campaign a major highlight during Women's Day week.

• Other KPIs :

eQlibri was present with the news packs and even inspired lectures at important women's empowerment events such as the Marie Claire Power Trip Summit.