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Ad of the Day: Libresse dispels period anxiety in animated debut from Mother

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By Amy Houston | Reporter

May 16, 2022 | 4 min read

In its first ad for hygiene and health company Libresse, creative agency Mother has launched a campaign aiming to bring awareness to the brand’s period pants titled ‘Intimawear.’

Building on over 40 years of experience with menstrual products, Essity-owned Libresse’s latest campaign is championing a positive culture around periods and positioning itself as a system of support for women.

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Mother’s campaign for Libresse

Instead of all the stresses that come with disposable products like ‘Have I left my tampon in for too long?’ or ‘Are there bloodstains on the sheets?’ the series of films show alternative solutions.

“With so many options out there for women+ on their period, we wanted to make sure that Intimawear by Libresse stood out from an increasingly crowded marketplace,” said Tanja Grubner, global marketing and communications director of feminine care at Essity.

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“We know that moving to a new product can feel like a high-risk move for many, which is why we honed in our decades-long experience when talking about this product innovation. Working with Mother we’ve been able to bring that all to life across hard-working formats that still have a sense of fun and inclusion built in.”

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Both films use an eye-catching mix of live-action and animation creative approaches to reinforce the anxieties that periods can cause.

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Niki Garner of Mother added: “This DTC campaign is designed to reflect the different stages of the customer journey – with a multitude of assets tailored to specific audiences and barriers to trial, all designed to create smooth and meaningful consumer journeys from attraction through to purchase and beyond.”

The campaign will run across several European and Latin American markets and will be amplified through digital and social channels.

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Libresse: Intimawear by Mother

By Libresse

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