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Bodyform

Bodyform unveils new Roll.Press.Go wrappers as part of £4.5m 'Live Fearless' marketing initiative

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By Gillian West, Social media manager

August 18, 2014 | 2 min read

Bodyform has invested £4.5m in a new campaign to encourage and inspire women to say ‘yes’ more.

“The Live Fearless campaign is all about giving women greater confidence and encouraging them to live life to the full,” explained Bodyform brand marketing controller, Traci Baxter. “Bodyform wants to help women feel at their best every day, regardless of whether they are on their period, so they can confidently say ‘yes’ to new experiences and live more fearlessly.”

The multi-million pound investment includes a new TV campaign, launching 22 September, entitled ‘Times have changed’ and new Roll.Press.Go wrappers for the brand’s Ultra towels.

In the TV creative Bodyform will nostalgically explore how much sanitary protection has changed over the years, culminating with the new wrappers.

Baxter added: “What we see as a small step in Bodyform, is a giant leap for female freedom. Whether you’re at a friend’s house or simply out and about, Bodyform’s Roll.Press.Go innovation means there is no restriction on what women can do.”

The new wrappers follow research that found consumers ‘number one stress situation’ with 84 per cent of women folding or rolling used towels in the wrapper of a new towel or toilet roll before throwing in the bin.

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