POWER TO THE 'V' - LIBRESSE BRAND REFRESH

TitlePOWER TO THE 'V' - LIBRESSE BRAND REFRESH
BrandLIBRESSE - VINDA/ ESSITY
Product / ServiceLIBRESSE FEMCARE
CategoryA02. Rebrand / Refresh of an existing Brand
EntrantINTERBRAND London, UNITED KINGDOM
Idea Creation INTERBRAND London, UNITED KINGDOM
Production INTERBRAND London, UNITED KINGDOM
Additional Company INTERBRAND Shanghai, CHINA

Credits

Name Company Position
Sue Daun Interbrand London Executive Creative Director
Ligia Sobrino Interbrand London Design Director
Esther Lawrence Interbrand London Senior Designer
Nicole Blight Interbrand Design Director
Keelie Teasdale Interbrand Design Director
Lisa Waughman Interbrand Copywriter
Lesley Stuart-Jones Interbrand London Client Director
Rebecca Finlan Interbrand London Senior Account Manager
Marianne Waite Interbrand London Senior Strategist
Bono Yu Interbrand Shanghai Associate Creative Director
Jojo Wu Interbrand Shanghai Designer
Lily Yang Interbrand Shanghai Associate Strategy Director
Mike Chen Interbrand Shanghai Strategy Manager

Background

Sparkly. Girly. Blood shown as blue. The feminine care universe has long clung to clichés around ‘that time of the month’. Globally, women are affected by the taboos surrounding periods and feminine hygiene. They’re shamed into hiding a natural, healthy part of being a woman – and category verbal and visual cues make it worse, saying ‘if you’re young, frivolous and always upbeat, try us’. But the reality of menstruation is very different. So forward-thinking Libresse by Vinda/Essity is fighting outdated, one-dimensional, euphemistic notions of periods and femininity. But this global brand looked disparate across markets. It needed an identity shift to embed its purpose effectively. It’s a bold story that champions V-zone confidence, by breaking V-zone taboos. A femcare first, Essity’s new portfolio-wide identity breaks category stereotypes and bridges all continents, with an empowering expression of modern femininity that all women can embrace, to live the lives they want.

Describe the creative idea (40% of vote)

Libresse has created a powerful, unapologetic global brand identity. One that no longer fuels the euphemisms or tired language of period care. The identity was born out of the ‘V’ of V-zone, placed centrally in every execution – and it’s no shrinking violet. It puts the vulva, vagina and V-shaped intimate area front and centre of the brand story, amplifying its blue rhombus, a globally recognisable asset. Alongside the ‘V’, a rich pool of texture and pattern bring new depth to the brand world, one that no longer relies on pink overlaid with sparkles. Alongside a whole load of new attitude ramping up the messaging and tone of voice, it eschews the category’s typically frivolous cues and gives women a confident new period care language to share in. Women the world over loved Libresse’s distinctive assets from the outset. Even in testing, they understood, embraced and remembered what they represented.

Describe the execution (40% of vote)

Libresse’s dynamic new identity doesn’t shun the brand’s heritage or equities. Instead, it amplifies its core pink – setting it apart from the girly shades cluttering the feminine care aisles and boldly partnering it with red, the actual colour of blood. It’s a vibrant palette that supports the unique benefits of each range innovation. And shows that Libresse understands the whole woman, not just what happens between her legs once a month. The brand’s refreshed tone of voice banishes language such as ‘normal’ (what’s normal?), ‘odour control’ (women don’t smell bad) and ‘leaking’ (fine for talking about products but not women, who don’t leak when they bleed). Together, the visual and verbal create a distinctive, ownable, instantly memorable brand identity that celebrates femininity while shedding her stereotypes. It flows and flexes freely across countries, cultures, generations and attitudes, exemplifying all that Libresse stands for: V-zone confidence.

List the results (20% of vote)

The new brand refresh has had resounding success in China and Malaysia. The brand has been refreshed, modernised and has increased in relevance to the modern day woman. Libresse has made significant investments in activating the new brand identity across multiple channels and touch points, yielding positive brand engagement and increased sales. SALES: - In Malaysia, Libresse strengthened its market leader position, widening the volume share gap by 5.4% vs it’s main competitor. - In China, following the brand launch, Libresse experienced a 102.5% yoy sales uplift. ENGAGEMENT - Social media activations in Malaysia performed above target across primary social channels (i.e. Facebook/Instagram), with one example Facebook video advert experiencing 6,716,897 impressions in one month -4.2 times above target. - Social media activations in China experienced similar uplifts across key channels (Weibo, Wechat, Little Red book) with the Weibo celebrity campaign reaching 39 million impressions in one month

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