Unremarkable in principle however boundary-pushing in observe, the work courted buzz and complaints in equal measure in markets from the U.Ok. to Brazil to Australia.
Margaux Revol, technique companion at AMV BBDO, stated each the shopper and the company staff have been, naturally, “nervous” about launching the worldwide push, which adopted an preliminary concept referred to as “Reside Fearless” that additionally targeted on empowering ladies.
They needn’t have anxious although; the marketing campaign was based mostly on Essity’s personal 10,000-person examine that confirmed 74% of women and men wished to see extra real looking interval adverts.
By bringing blood out of the darkish, onto screens and into the dialog, “Blood Regular” paved a constructive path for women and girls. The marketing campaign launched in 4 nations, however reached over 32, in addition to 4.5 billion folks due to PR and social media protection.
“We began with this extra purpose-led promoting as a result of we thought it was the correct factor to do,” stated Yrjölä. “Nevertheless it shortly resonated with prospects, and as we’ve developed we’ve discovered a solution to inject and combine it into the whole lot we do. AMV performed an enormous half in that.”
In 2018, Essity modified its company mantra to 1 based mostly round “breaking boundaries to well-being” for shoppers and caregivers throughout the globe.
“It began with ‘Blood Regular,’ which helped us codify what works, and that has developed over time,” Yrjölä continued.
Creativity and radical empathy
Since then, Revol’s staff has delivered dial-moving campaigns for Libresse. “Viva La Vulva,” landed in 2018 as a kaleidoscopic ode to the feminine anatomy meant to maneuver the model past interval care into intimate care.
Elsewhere, “Womb Tales,” which confronted the whole lot from IVF remedy to endometriosis cramps and menopausal sizzling flashes and nipple hairs, shone a light-weight on the unseen, unstated and unknown truths in regards to the bodily experiences of individuals with uteruses.
