Personal Care

Lullaby

Brand: Pampers
Client: P&G
Agency: Leo Burnett Group / Publicis One Romania
Language: Romanian

It's Me It's Not My Period

It's Me It's Not My Period
In order to grow the U by Kotex business in a flat-lining, habit-driven category, we needed to change what is essentially a routine purchase by giving our target a compelling reason to actively choose U by Kotex. We launched It's Me It's Not My Period to challenge broad reaching and deeply embedded societal prejudices about menstruation. Key to our success was shifting society's perspective of a woman's period from a source of embarrassment to a source of empowerment.

Brand: U by Kotex
Client: Kimberly-Clark
Agency: Ogilvy
Language: English

Colossal Occasions

It’s a story how the brand changed its own situation by convincing diffident consumer to boldly take the life opportunities. The strategy of pairing every variant with different occasions let us avoid the cannibalization and made the navigation in the franchise easier. Thanks to this, so far blurred brand got consistent and expressive identity. The preceding year’s dramatic sales decrease turned into the results that colossally exceeded market’s dynamic in a blink of an eye. MNY C olossal ended 2017 with the proud result of Y2Y +16,5% VAL!

Brand: Maybelline Colossal
Client: L'Oreal Polska
Agency: McCann Worldgroup
Language: Polish