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Fresh player in feminine hygiene

unnamed-6SOFY BeFresh, an entirely new range of feminine hygiene products from Unicharm, has launched in Australia this week.

Communications agency, J. Walter Thomson Melbourne, has developed the campaign for the brand, its first ever for Unicharm Australia, including the product name and pack design, as well as TV, Print, POS, digital, social, website, and sampling.

“We are incredibly excited to launch this product onto the Australian market, particularly with such a strong brand position,” said Unicharm’s Senior brand manager, Debra Smith.

“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,” Smith said.

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”.

SOFYBeFresh is available in Coles supermarkets and independent grocers such as IGA, Super IGA, Foodland, Spar,  Cornetts and Richies and Chemist Warehouse.

The campaign launches across all mediums and runs over the next five months. Several executions can be viewed here.

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