Carefree shares the secrets of sisterhood in new DDB Sydney campaign

May 23, 2017 9:41

Johnson & Johnson’s Carefree brand has moved away from the “warrior women” approach common to the feminine hygiene category to focus on women’s “secret rituals”.

The campaign, from DDB in Sydney, focuses on the idea that “No One Knows” and features women talking frankly about the impact of their periods on their lives.

In one part of the ad a woman talks about the happiness she feels when she has her period and she know’s her body is healthy and working correctly.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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