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Unicharm’s integrated campaign for new Sofy Be Fresh product ‘changes the rules for periods’

Unicharm Australia has launched a new range of feminine hygiene products Sofy Be Fresh with a new campaign which “changes the rules of periods”.

The integrated Hello Fresh campaign has been created for the new brand by J Walter Thompson Melbourne, with a series of videos introducing a female character experiencing some violent mood swings because of her periods.

All the executions end with the tagline ‘say hello to fresh’.

The agency also developed the product name and pack design, as well as TV, Print, POS, digital, social, website and sampling exections.

“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.”

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.”

Creative Director: Tim Holmes

Creative: Lu Paine, Jess Jordan, Holly Burgess, Lucy Logan, Pip Lane

Group Account Director: Sue Collier 

Project Management: Miryana Velyanovski

Agency producer: Christina Dess

Production company: Otto Empire

Director: Brendan Gibbons

Photographer: Julian Wolkenstein

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