LONDON – For decades, time-based marketing and genitals Women have often been ridiculously unrealistic and caused a destructive shame at worst.
In 2017, Essity drastically abandoned the bluish blue and other ridiculous ridiculous advertising for pads and pads with the launch of #BloodNormal, a campaign almost unprecedented in its ambition to rewrite an entire class of marketing to 51% of the world's population. .
Thursday, the last campaign of the company – "Viva La Vulva", created in 2018 to promote a new range of washing products and wipes – was honored with black pencil, given at the London-based D & AD festival. This is the third Black Pencil awarded in the history of AMV BBDO, which claims to be the first agency to win three of the coveted awards.
Shortly before the announcement of this award for "Viva La Vulva" (which also won (seven other awards at the festival), Adweek met Nadja Lossgott, creative partner of AMV BBDO, and Martina Poulopati , leader of Essity, for a conversation about how their work together dismantles the stigma around the world.
You can listen to the podcast of our interview below, subscribe via any which podcast platform such as Apple Podcasts, and read the transcript of the following interview.
Adweek: Recall the context in which the Essity marks may be known to the world.
Martina Poulopati, Essity
Martina Poulopati, Head of Global Communications for the World brand, Essity: Essity Feminin e Care is a Swedish company that owns feminine care brands around the world. In fact, more than 50% of our business is located in Latin America. These are the Saba and Nosotras brands in South America – these are our pride and joy, the # 1 brands in this region. And then in Europe, we would be known as Bodyform in the UK, Libresse in Scandinavia and the Netherlands, Nana in France, Nuvinia in Italy. Different brand names, but they all represent the same thing, they all have the same vision, they all look the same. So, despite the different brands, we try to consider ourselves as one Essity Feminine Care.
How would you describe the concept of #BloodNormal?
Nadja Lossgott, Creative Partner, AMV BBDO: In 2016, Bodyform / Libresse commissioned a global study, which resulted in shocking facts. 50% of girls prefer to be bullied at school than to talk to their parents about their period. Nine out of 10 women hide their rules. So, for example, they will never mention their period of menstruation, or attempt to make a secret mission to the office toilets by depositing their cushion, then running.
"We treated this idea in the same way as if you were suspicious of a handkerchief – half of the world's population suffers it every month."
Nadja Lossgott, creative partner of AMV BBDO
Half of the women were ashamed of their time. So, in the world we lived in at the time, absolutely nobody spoke about it, and he was completely enveloped in shame and was literally hiding. Everyone used euphemisms like "It's Shark Week" or pretty little names, but no one really talked about it.
Nadja Lossgott, AMV BBDO
We realized the power of representation and we understood it as a mainstream brand, if we could go and show blood from time to time first and then do it as a normalization exercise … it's really important that it's not done to shock. The way we treated the idea was to treat it the same way you got a tissue to blow your nose. Half of the world's population goes there every month. If we could, as a mainstream brand, go out into the world and say, "What's wrong? We show it. This is nothing. It's cool. "We managed to change the paradigm and open a door that could never be closed again.