Situation:

There is a well established female intimate health market in the region dominated by Canesten with a long history. Walmark planned to enter to this category with a new brand.

Brief:

Establish Idelyn as a leading female intimate health brand.

The main objectives:

To launch a new vaginal health brand (Idelyn Beliema) to the region where Canesten has been the leader for years (41% SOM).

We launched an online video to provoke females in which we asked a simple question: How do you call your genitals?

We directed them to our microsite (findthename.eu) where females were able to share their nickname for their Vagina. They could also vote for their favorite one submitted by other users.

We asked them to share it on Facebook.

We relaunched our brand TVC with the most voted name in it.

We created a Chrome/Firefox plug-in that replaced the word “Vagina” or the expression “female genitals” with their favorite vagina nickname.

We opened a Pop-up Store downtown Budapest. We teamed up with fashion designers and sold limited edition t-shirt collection. Females had to pay with their favorite vagina nicknames to get one. Calligraphists painted the names on the t-shirts. We “sold out” 1000+ in 2 days.