|Product / Service||LIBRESSE SANITARY PAD|
|Entrant||McCANN WORLDGROUP/McCANN ERICKSON MALAYSIA Petaling Jaya, MALAYSIA|
|Entrant Company||McCANN WORLDGROUP/McCANN ERICKSON MALAYSIA Petaling Jaya, MALAYSIA|
|Advertising Agency||McCANN WORLDGROUP/McCANN ERICKSON MALAYSIA Petaling Jaya, MALAYSIA|
|Production Company||OUTPOST Petaling Jaya, MALAYSIA|
|Richard Irvine||Mccann Worldgroup/Mccann Erickson M'sia||Chief Creative Officer|
|Jerome Ooi||Mccann Worldgroup/Mccann Erickson M'sia||Creative Director|
|Jennifer Wee||Mccann Worldgroup/Mccann Erickson M'sia||Art Director|
|Rachel Hoo||Mccann Worldgroup/Mccann Erickson M'sia||Art Director|
|Nora Ismail||Mccann Worldgroup/Mccann Erickson M'sia||Copywriter|
|Jennifer Wee||Mccann Worldgroup/Mccann Erickson M'sia||Graphic Designer|
|Rachel Hoo||Mccann Worldgroup/Mccann Erickson M'sia||Graphic Designer|
|Jennifer Wee||Mccann Worldgroup/Mccann Erickson M'sia||Illustrator|
|Rachel Hoo||Mccann Worldgroup/Mccann Erickson M'sia||Illustrator|
|Jennifer Wee||Mccann Worldgroup/Mccann Erickson M'sia||Typographer|
|Rachel Hoo||Mccann Worldgroup/Mccann Erickson M'sia||Typographer|
|Alka Punj||Mccann Worldgroup/Mccann Erickson M'sia||Client Service|
|Mark Leong||Mccann Worldgroup/Mccann Erickson M'sia||Client Service|
|Jimmy Ong||Mccann Worldgroup/Mccann Erickson M'sia||Print Producer|
|Dayang Norrafida||Mccann Worldgroup/Mccann Erickson M'sia||Agency Producer|
|Faye Yong||SCA Hygiene M) Sdn Bhd||Advertiser Supervisor|
Given the sensitive nature of the category, competitors often skirt the real issue of the stain with meaningless clichés and incongruous analogies. In an attempt to play safe, the stain has all but gotten lost. How do we rise above this seeming homogeneity of fuzzy messages, bring the discussion back to what’s at the core without becoming offensive?
Every girl’s biggest fear during those sensitive times in a month is that itty-bitty red stain that can potentially cause embarrassment. Libresse Secure Fit sanitary pads provide quicker absorption minimizing any possibility of leakage.
Design a pleasing way to bring the discussion back to the real culprit; the stain. Watercolor themed illustrations subtly yet clearly bring to fore the fear surrounding menstruation, that last embarrassing stain. This approach moves far away from the clichés riddling the industry and at the same time gets the message of ensuring complete absorption across in an inoffensive, even pleasant manner.
This campaign has just been launched and due to its freshness, current results aren't comprehensive enough to justify its effectiveness yet.