Libra says ‘Wear. Bleed. Wash. Repeat’ in new Underwear campaign via Cummins&Partners
Australian period care brand Libra has launched a new integrated campaign via Cummins&Partners to mark the launch of Libra Period Proof Undies, created to educate on the ease of use when it comes to period underwear.
Says Caitlin Patterson, executive general manager of Asaleo Care’s Retail Business Unit: “Libra has always had a broad product range that supports women to period their way, so it’s great to be extending that with the launch of new Libra Period Proof Undies. Two in three women are interested in trying period underwear and we know they will be delighted with the ease of use and absorbency of these great new Libra period undies.”
Building on the wild success of Libra’s brand rally cry #LiveLiberated which launched last year, the Wear Bleed Wash Repeat campaign is an expression of Live Liberated, which breaks down the mental barriers and anxieties around period underwear in a fun and empowering way.
Central to breaking down the stigma and fears that women have around the product is a song that highlights the easy four-step process of using period underwear. Cummins&Partners commissioned a bespoke music track for this campaign using local female, emerging artist CD and produced the first-ever campaign for Libra created specifically for the TikTok platform.
The musically driven campaign consists of 15 second TV, OOH, digital and social, launching nationally on Sunday night. Along with bespoke executions for TikTok and paid social activity there is a Podcast with Shameless, and a series of social executions utilising brand ambassador, Abbie Chatfield bringing to the forefront the ease of introducing period underwear to your period ritual.
Client:
Caitlin Patterson – Executive General Manager – Retail
Laura Demarchi – Head of Marketing – Libra & TOM
Julia Spargo-Ryan – Senior Brand Manager – Libra
Taylah Johnson – Brand Manager – Libra
Agency: Cummins&Partners
Group Account Director: Marnie McKenzie
Account Director: Juno Forster
Strategy Planner: Bec Alexander
Art Director: Melany Ang
Copywriter: Claudia Sarosiek
Executive Producer: Karley Cameron
Broadcast Producer: Steph Watt
Print Producer: David Findlay
Production:
Director: Greta Nash
DOP: Alice Stephens
Production Designer/Wardrobe Stylist: Imogen Walsh
Gaffer: Dan Carr
Photographer: Heather Dinas
Editor: Jesse Richards
Music:
CD and Michael Cooper
https://connectcdmusic.wixsite.com/cdepk
Sound House: Bang Bang Studios
Grade: Abe Wynen (Crayon)
Media: OMD
Social Agency: Overport
50 Comments
If you repeat you repeat you repeat, you’ll be sweet you’ll be sweet you’ll be sweet. Bit rushed at the end – but it’s a big ‘Yes’ from me.
Finally a period Ad thats not political….or cringey
What a missed opportunity.
agree, period proof underwear is a crowded market nowadays and this feels like every other underwear ad with a coloured paper background.
After just having a 12 year old , who is using these products, I know she would be totally “grossed ” out by this ad. Already being embarrassed at this age, she would not like to see it on NZ TV at a Prime time. It is nor necessary, keep it to magazines adult women will read , not on national al TV. You would not do this for men’s products.
Totally disgusting ad. A woman’s period is privately to see the blood be wringed out of the undies was so gross. Im a woman and I found the ad. Offensive. I cannot believe we live in a world were breastfeeding is frowned upon, yet blood from your vagina is acceptable.
of course they had to make it sexual produced by typical advertising agencies – I agree with all the negative comments here – this will win NO EMPATHY either or educate males in their “understanding” of periods either. Will we ever see an advert with a man’s testicles hanging out? I don’t think so.
Surely they didn’t have males executing this project. But its a very sad day when female marketers act as badly as their male counterparts in trying to outdo them, when just trying to impress the boss rather than conveying a message.
I don’t believe we will see ads with a man’s testicles hanging out of his underwear and unless I am missing something I haven’t seen any glimpses of vagina in these ads either.
Does anyone do ideas in ads anymore? Or is it all just dumbed-down?
No CD?
Clean and slick, love it.
Putting the word bleed into a pad product doesn’t make it cool you need an idea
“A pad product” lol……..
This. Is. Fab. AND… This. Will Work. Driving ritualistic behavior, easy consumer win. Go team!
I’m guessing those saying this is missing an idea don’t bleed. For most women dealing with your period is a monthly ritual you’ve been doing since you were 12 years old. ‘The new period ritual’ addresses this in a way that might get you to think about switching things up next month
As a woman who goes through all this and more… I hate this ad! It’s disgusting! WE women do not need to see that crap on tv, we know what we want! Want to advertise new products? Fine. But don’t do such a gross ad!!!! It not only is gross, people don’t need to see it, especially the the blood being washed out of the underwear. Libra, you got it soooo wrong! And I won’t be supporting your products if this is the type of advertisements you are going to be doing. And all those feminists out there saying how “empowering” this is. NO! It’s not! Stop being so self conscious and just accept that this is what we go through. No need to be embarrassed. It’s natural!
I am sorry, just saw the wear, bleed, wash repeat add from Libra and it is so revolving. This may be a great product, but this tv commercial is so unnecessary and inappropriate. There are far more effective ways to reach a target market without seeing bloody knickers being wrung out during dinner time – so gross. Some things just don’t need to be that public. Sorry Libra, you have lost me.
I will NEVER BUY LIBRA PRODUCTS AGAIN! It really is offensive and graphic to see period blood portrayed on the ad rinsed out of undies. What were you thinking Libra, some things are personal and should not be shown where small children can see this? Have some common decency PLEASE!!!!!
Your Comercial is in very bad taste periods are a personal thing you have just lost a customer get the Comercial off
Absolutely disgusting add. Degrading and embarrassing
I think this advert is disgusting
We don’t need to see the blood come from the panties when they are wrung out
I’m horrified and my husband is disgusted
Your opinion maybe relevant but what your husband or any man thinks is not
NoNoNo this ad is horrendous. We as women know what happens during a period we do not need to see blood drilling for underwear. Unnecessary and yes we are talking about it so it has worked blah blah blah. Firstly i had to google the ad to see who it was for but secondly I would choose any other product over this due to the ad. My husban qas horrified my 7 year old was freaked out. As a woman I am comfortable with my body, my periodand what a period is and does I do not need it portrayed in such a way. Bad taste Libra bad taste
Disgusting and unnecessary
Why?
I’m a post menopausal woman and just wonder why you would choose that line of advertising. You have lowered yourselves to the same level as that ridiculous Mody Body ad where the girl states we are made to feel bad about our periods. What a load of nonsense. Who makes you feel bad? It’s a natural part of being female. Why do women these days feel the need to be so in people’s faces about being female. Just cut the ridiculous advertising angles and get back to normal.
Totaly disgusting and embarrasing making women feel bad about what comes naturally. It should be removed fron TV why do you feel the need to put a womans menstral cycle on tv.
So upbeat and catchy! This is a great way to advertise a new product – especially with the use of a new period ritual. Great work team!!!
Ritual shmitual.
Great track though.
Any reason why my kids can see this ad on YouTube?!!! You don’t think females know how this works?? IT’S VISUALLY REVOLTING! Try again in a more subtle way!
Don’t agree with ad at all. The worst bit is the wringing out of the underwear. We all know what periods are but don’t need to see the blood being washed out. When the ad is on at 7.15 at night and you have your 5 year old watching tv with you , how do you explain it when you think you may have another five years to think how your going to. The ad is just too much!
Couldn’t agree more
We are not amused!
I actually watched this with my 8 and 6 year old. I’m not old fashioned but it brought up conversations I’m not happy to discuss over dinner
I do not think it was necessary to show blood rinsed out from the advertised product. Everybody has an idea what happens during period. We do not need to be so vocal about it. As toilet paper ads are not showing that sh*t wiped off with them in the toilet, let’s leave the bodily products out of the commercials.
Exactly right — great point!
This ad is just disgusting. I’m in total shock that this is shown on TV, especially showing the blood being rinsed out. Pretty embarrassing watching this with the kids after dinner. This is bad taste!
What a revolting advert. To see a pair of bloody knickers wrung out on TV was gross. Was not prepared for that. Please remove this really offensive advert.
I have young kids who I haven’t had “the talk” with yet staring at a screen asking why they say “bleed” and why they’re squeezing blood out of undies … this is cringey & not something even I want to see on TV … it’d be up there with showing actual poo in a nappy – sure it’s natural but you don’t wanna see it!!
An absolutely horrendous ad! I was shocked to see blood literally being squeezed from underwear. It is very distasteful and unacceptable. Menstration is supposed to be dealt with privately not visualised on TV.
Most discusting add ever to be on tv!!!!!!!!!!!!!!!!!!!!! Seriously off putting to see the blood comming out of the panties.. We all understand but it does not have to be that visual on tv. And what about the poor kids that haven’t had the talk? Traumatising I’d say. Jeez..
Again Libra? Didn’t you learn from your last bad (and banned) tv ad showing blood. The people who are finding this type of advertising offensive are the people you are trying to sell to. Personally I don’t even think the product you are selling is hygienic in any sense. Hire a new advertising team because your current team are not very clever. I will be check the stuff I buy now has nothing to do with you lot!!!!
These comments about wringing blood out are completely hilarious. You, your children and everyone around you is de-sensitised and acclimatised to the visuals of blood in the news, games films and tv shows. And as soon as it’s to do with a woman’s body? Still stigmatised and ‘disgusting’ apparently. I think this ad is brilliant and is a step forward in the normalisation of something that is both personal to a woman’s monthly ritual but should also prompt you to self reflect on your sensitivities in 2021 if it’s causing such a visceral reaction.
Good product catchy add but missed it totally by adding blood being wrung out of undies yuk
A bit of tweaking and u could have of got so many customers on board
The add is so not right
It makes me sick
So personal
I don’t think teenagers would appreciate that type of advertising
Just saying
I was eating my dinner when this ad came on.This isn’t liberating Libra who do you think you’re kidding.This is about shock value and sales at the expense of women.We don’t need corporates to remind them what they go through every month and how you can fix things for us.
A new low for me in advertising.
I suppose the next ad will be a woman at a dinner party excusing herself from the table to wring the blood out of her panties.
I find this commercial horrible and cringe worthy. All this commercial does is remind me of stinky horrible periods especially the part where they squeeze the blood out of the product. Disgusting and inappropriate. It needs to be taken down.
Absolutely can’t stand the ad especially the word bleed and bloody pants being rung out. I’ve never felt more unhappy about an ad before.
Why? Why do it? Girls who will need this product will hear about it from their friends. Dads, Brothers, Little kids…..why are you doing it Libra?
Bloody marvellous ad.