Libra to take on Kotex beaver in digital space, appoints women’s specialist Hello I’m Venus

Women’s specialist agency Hello I’m Venus has won a brief for sanitary towel brand Libra after a competitive pitch against three other agencies.

The Melbourne agency takes on digital and social media duties for the SCA Hygiene brand. The above the line account – held by Clemenger BBDO Melbourne – is unaffected by the move.

The agency’s first task will be ramp up the brand’s Facebook strategy, with Libra taking on key competitor U by Kotex – which is fronted on Facebook by its controversial beaver character.

Thérèse Winterburn, head of marketing, personal care at SCA Hygeine, said: “We were looking to shake things up in our digital arena and wanted an agency that understood the Libra girl and how she interacts in this channel and were very impressed with the way Hello I’m Venus just got it!! It’s great to see a fresh approach for both our brand and the category in social media, and we are sure that our consumers will agree.”