SOFY BeFresh, an entirely new range of feminine hygiene products from Unicharm, has launched in Australia this week, via a communications campaign developed by J. Walter Thompson, Melbourne.
It is the first integrated campaign developed by J. Walter Thompson for Unicharm Australia, that has seen the agency develop the product name and pack design, as well as TV, print, POS, digital, social, website and sampling.
Says Debra Smith, senior brand manager, Unicharm: “We are incredibly excited to launch this product onto the Australian market, particularly with such a strong brand position. 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 Melbourne general manager Nick Muncaster said the strategy and brand development had been an exciting journey for “both agency and client alike”.
Says Tim Holmes, creative director, J. Walter Thompson: “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.”
The campaign launches across all mediums and runs over the next five months.
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