Background

Bows, sparkles, blue blood.... The femcare universe has long clung to clichés around ‘that time of the month’. Taboos that shame or embarrass women into hiding periods – a natural, healthy part of being female. Category stereotypes saying ‘if you’re young, girly and happy’, 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 So forward-thinking Libresse by Vinda/Essity is fighting outdated, one-dimensional, euphemistic notions of periods and femininity.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 had disparate logos across markets. It needed an identity shift to embed its purpose: championing V-zone confidence, by breaking V-zone taboos. Starting with a logo that speaks to women globally, not sit apologetically at the bottom of a pack, only recognisable by its blue rhombus. It had to power Essity’s entire portfolio, break stereotypes and bridge continents – with a confident expression of modern femininity all women can embrace, to live the lives they want.

Describe the creative idea (40% of vote)

Essity needed a powerful new global logo. One that overturned the outdated visual language of period care. And so the V-zone Confidence identity was born, placing the ‘V’ of V-zone at the heart of the logo. No shrinking violet, it puts the vulva, vagina and V-shaped intimate area front and centre of the brand story, amplifying its universally recognisable blue rhombus. It eschews the girlish frivolity typically used to represent feminine care, giving women a confident new language that reflects a diverse, evolving category. It’s a logo for modern times and women: fully reflecting the brand’s personality, driving recognition and recall, and building equity around all Essity stands for: V-zone confidence.

Describe the execution (40% of vote)

So much more than a recognisable asset, Libresse's new logo is an optimistic symbol of modern female empowerment – without a sparkle or ribbon in sight. Two versions – the Power V logo and Mini V logo – fall directly out of a powerful pink ‘V’ that supports Libresse's recognisable blue rhombus, now subtly graduated from deep blue to cyan. Distinctive shapes that inspire patterns and textures beyond the logo. It can be used freely across touch points – without restriction or old-fashioned ideas of clear space or rigid positioning – but always rises to the centre of the brand’s visual story where it’s celebrated wholeheartedly.

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