POWER TO THE 'V' - LIBRESSE BRAND REFRESH

TitlePOWER TO THE 'V' - LIBRESSE BRAND REFRESH
BrandLIBRESSE - VINDA/ ESSITY
Product / ServiceLIBRESSE FEMCARE
CategoryE02. Other FMCG
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
Rebecca Finlan Interbrand London Senior Account Manager
Lesley Stuart-Jones Interbrand London Client Director
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 femcare universe has long clung to clichés around ‘that time of the month’. Globally, women are affected by the taboos surrounding periods and feminine hygiene; shamed into hiding a natural, healthy part of their lives. Category stereotypes don’t help, saying ‘if you’re young, frivolous and happy, try us’. But the reality of menstruation’s very different – and why forward-thinking Libresse is fighting outdated, one-dimensional, euphemistic notions of periods and femininity. In most markets, consumers couldn’t navigate the huge array of products nor tell the difference between period care and daily intimate care liners. In many countries, packaging was crowded with information that didn’t help shoppers understand what products offered. Most importantly, nothing reflected Essity’s purpose: championing V-zone confidence, by breaking V-zone taboos. The brand had to break stereotypes and bridge continents on pack, with an empowering expression

Describe the creative idea (40% of vote)

No two women are the same the world over, but in every market where Libresse tested the new identity and packaging, it resonated deeply and memorably – with women accurately recalling every asset on pack and the meaning behind it. Not surprising considering Libresse had involved and listened carefully to each market from the start. The new packaging goes beyond creating clarity; it establishes a powerful, unapologetic global brand identity. One that no longer fuels the euphemisms or tired language of period care and speaks to the modern woman, wherever she is in the world. Born out of the ‘V’ of V-zone – placed centrally on every pack – the identity is 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.

Describe the execution (40% of vote)

Libresse’s powerful ‘V’ logo sits proudly at the centre of every pack: a strikingly simple metaphor for V-zone confidence. Eschewing typically frivolous category cues and codes, it’s a confident new language for women to share in. There’s a clear story and information hierarchy on pack, brought to life with vibrant colours for period care and lighter, fresher tones for daily intimate care. Each pack features a key-benefit-led ‘caring’ texture to signify the range colour, while in the window above the ‘V’, the variant is heroed through colour and pattern that evokes the range benefit. Stripped of unnecessary icons and call-outs, it’s clear what the product is and does – even with over 1000 SKUs, with different identities, globally. The new packaging identity seamlessly spans towels, liners, panties, washes and wipes – with Asia first to launch the new packs, with great success.

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% year-on-year 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

Links

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