J Walter Thompson Melbourne has launched an entirely new range of feminine hygiene products with a new campaign focused on fresh.
The first integrated campaign by the agency for Unicharm Australia saw it develop the product name and pack design along with TV, print, POS, digital, social, website and sampling.
Unicharm senior brand manager Debra Smiths aid she was excited to launch the product to market with such as strong brand position.
“We are incredibly excited to launch this product onto the Australian market, particularly with such a strong brand position,” Smith said.
“It is a discreet market and a tough one to crack, so we needed a memorable brand proposition that would resonate with our audience and make them aware there is a new player in the market, offering Australia’s first Clean Barrier Technology.”
The brand is available in Coles, independent groceries such as IGA and Chemist Warehouse.
J. Walter Thompson creative director Tim Holmes said: “The result is a creative platform that changes the rules of periods – say goodbye to ugh and hello to feeling fresh and clean. Creatively it was wonderful to be tasked with the diversity of deliverables, drawing on all our creative capabilities to develop the brand campaign, design, packaging, web and content,” he said.
Credits:
Creative Director: Tim Holmes
Creative: Lu Paine, Jess Jordan, Holly Burgess, Lucy Logan, Pip Lane
Group Account Director: Sue Collier
Project Management: Miryana Velyanovski
Agency producer: Christina Dess
Production company: Otto Empire
Director: Brendan Gibbons
Photographer: Julian Wolkenstein
