Libresse: Blood Normal
Libresse wanted to increase brand relevance and connection with its target audience of women. The client sought to address the pervasive stigma and unrealistic portrayal of menstruation in advertising, aiming to normalize periods and foster a more open conversation around women's bodies.
Creative Idea
The campaign broke taboos by showing real period blood and authentic menstrual experiences.
Libresse challenged the pervasive societal taboo around menstruation by explicitly showing real blood and authentic period experiences, effectively normalizing a natural bodily function and positioning the brand as a champion for honesty and body positivity.
Creative Strategy Deconstructed
Company
Libresse, as a leading feminine hygiene brand, possessed the authority and platform to credibly challenge category norms.
Category
The feminine hygiene category consistently used blue liquid and euphemisms, perpetuating a sanitized, unrealistic portrayal of menstruation.
Customer
Women felt a deep-seated frustration and shame around periods, longing for honest representation and an end to societal taboos.
Culture
A growing cultural movement advocated for body positivity, authenticity, and breaking taboos around natural bodily functions.
Company
Libresse, as a leading feminine hygiene brand, possessed the authority and platform to credibly challenge category norms.
Category
The feminine hygiene category consistently used blue liquid and euphemisms, perpetuating a sanitized, unrealistic portrayal of menstruation.
Strategy:
Challenge societal discomfort with natural bodily functions to foster authentic self-acceptance.
Customer
Women felt a deep-seated frustration and shame around periods, longing for honest representation and an end to societal taboos.
Culture
A growing cultural movement advocated for body positivity, authenticity, and breaking taboos around natural bodily functions.
Strategy:
Challenge societal discomfort with natural bodily functions to foster authentic self-acceptance.
Strategy Technique
Find the Missing Conversation
The campaign addressed the unspoken truth that periods involve real blood, a topic largely absent or euphemized in public discourse. It forced a conversation about authenticity and the normalization of menstruation.
Explore Technique
Creative Technique
Break the Norm
The campaign directly defied the long-standing advertising norm of depicting menstrual fluid as blue liquid. By showing real blood, it shattered a pervasive visual convention and challenged societal discomfort.
Explore Technique
