LIBRA
COLLECTIVE EMPOWERMENT
CLIENT
Essity Australiasia
SCOPE
Strategy • Design • Realisation
THE CHALLENGE
Libra is a well-known, respected and loved brand in the feminine hygiene space, made in Australia for over 40 years.
We needed to set Libra apart from a growing list of competitors who all claim to have your back during your period.
THE SOLVE
Ditching discretion and a conservative mindset to embrace collective empowerment for the modern woman. We rallied the strength and volume of protest placards and modern graffiti, repositioning the brand as an energetic and inclusive force for change.
#1
Highest brand equity since relaunch.
23%
market share growth in Australia and 17% market share growth in New Zealand.
29%
household penetration.
SOURCE: Head of Marketing, Libra and TOM, Essity Australiasia. June 2024.
