Brief Explanation

Brief Women sometimes feel a little paranoid during their period due to menstrual odor. Wearing a Libresse PureFresh Green Tea Odor Control scented sanitary pad helps to absorb this unwanted odor while releasing a refreshing scent, leaving the wearer feeling confident. Scented pads have been around for a long time but most women are either unaware of this fact or don’t have much faith in the product’s capabilities. Task: Launch the new Libresse scented range – Libresse PureFresh Green Tea Odor Control – in an explosively effective way. Solution Create a commercial that communicates the product’s capabilities in a way never seen before. This is done by using characters as creative representations of menstrual odor and the sanitary pad’s green tea scent. The commercial shows the green tea character destroying a fish and durian, a notoriously smelly Malaysian fruit (characters representing unwanted menstrual odor) in a kung-fu battle. The green tea character does this with cool confidence, communicating the effectiveness of the product. Results The commercial was aired on television and cinemas nationwide. It was also released online as a viral video with a current 114,000 views which are increasing at an average rate of over 2,000 a week.