Unremarkable in principle however boundary-pushing in apply, the work courted buzz and complaints in equal measure in markets from the U.Ok. to Brazil to Australia.
Margaux Revol, technique companion at AMV BBDO, mentioned each the shopper and the company workforce have been, naturally, “nervous” about launching the worldwide push, which adopted an preliminary thought known as “Dwell Fearless” that additionally targeted on empowering ladies.
They needn’t have frightened although; the marketing campaign was primarily based on Essity’s personal 10,000-person research that confirmed 74% of women and men needed to see extra real looking interval advertisements.
By bringing blood out of the darkish, onto screens and into the dialog, “Blood Regular” paved a optimistic path for women and girls. The marketing campaign launched in 4 international locations, however reached over 32, in addition to 4.5 billion folks because of PR and social media protection.
“We began with this extra purpose-led promoting as a result of we thought it was the proper factor to do,” mentioned Yrjölä. “However it rapidly resonated with clients, and as we’ve advanced we’ve discovered a method to inject and combine it into every little thing we do. AMV performed an enormous half in that.”
In 2018, Essity modified its company mantra to at least one primarily based round “breaking obstacles to well-being” for shoppers and caregivers throughout the globe.
“It began with ‘Blood Regular,’ which helped us codify what works, and that has advanced over time,” Yrjölä continued.
Creativity and radical empathy
Since then, Revol’s workforce has delivered dial-moving campaigns for Libresse. “Viva La Vulva,” landed in 2018 as a kaleidoscopic ode to the feminine anatomy supposed to maneuver the model past interval care into intimate care.
Elsewhere, “Womb Tales,” which confronted every little thing from IVF therapy to endometriosis cramps and menopausal sizzling flashes and nipple hairs, shone a lightweight on the unseen, unstated and unknown truths in regards to the bodily experiences of individuals with uteruses.
