Little red ‘period people’ replace blue liquid and women-only in new Sofy campaign

Nearly a year after feminine hygiene company, Unicharm, attracted headlines for fat-shaming, the company has launched a new attention-grabbing campaign featuring little red ‘period people’ trapped inside a feminine hygiene pads.

Period people

The ‘product demonstration’ campaign by J. Walter Thompson in Melbourne, features a group of people in red suits ‘trapped’ inside a padded room, showing how Sofy pads draw the period away from the surface of the pad, making them more comfortable for women.

A series of 15-second digital pre-roll ads are named as different demonstration numbers and then allow people to click through to get a free sample.

Last year the company attracted attention due to an advertisement that featured a thin woman whose period was embodied in the form of an angry fat woman.

The ad drew extensive criticism for managing to shame fat people and women in general in one ad.

The new campaign takes a tack rarely adopted in the sector in using the colour red. JWT strategic planner Celeste Whitelaw said the company needed to do something different to stand out.

Sofy senior brand manager, Debra Smith, said it was a challenge to demonstrate the benefits of the new design.

“In isolation it’s not messaging that our audience are going to lean into; we needed to give them a reason to listen,” Smith said.


  • Client: Unicharm
  • Senior Brand Manager: Debra Smith
  • Agency: J Walter Thompson Melbourne
  • Executive Creative Director: Kieran Antill
  • Creative Director: Tim Holmes
  • Associate Creative Director: Jess Lilley
  • Art Director: Lucy Logan
  • Copywriter: Holly Burgess
  • Senior Producer: Christina Dess
  • Group Account Director: Sue Collier
  • Account Manager: Georgia Pascoe
  • Strategic Planner: Celeste Whitelaw
  • Production: Exit FIlms
  • Director: Christopher Hill
  • DOP: Edward Goldner
  • Art Director: Jackson Dickie
  • Producer: Renae Begent
  • Editor: J Walter Thompson – Dave Wade
  • Sound: Production Alley – Nic Buchanan

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