Issue:
A little brand with a big future, Femfresh (feminine hygiene wash) dominates a category poised for growth. Category growth will only come via the growth of Femfresh, and as we drive brand awareness; the range has a wonderful band of loyals, now it’s time to grow that base.

Insight:
With the rise and rise of health awareness and the growth in women’s grooming ‘toolkits’, they’re well placed to embrace Femfresh’s key benefit – that it retains your natural pH levels in an area particularly sensitive to harsh chemicals and soaps.

And we know that a woman’s biggest influence is the same as it has been for centuries – other women. The power of advocacy is massive, and with a product that women love as soon as they discover it, we knew we’d do well to harness that advocacy.

Idea:
We reviewed the product with 100 women and, in addition to their qualitative feedback, we asked them specifically whether they felt fresher when they were using Femfresh – a resounding ‘Yes!’ – and our validation ‘stamp’ of 9/10 women feel fresher with Femfresh was born.

The validation sat within a creative execution that strongly proclaims Femfresh’s core benefit, but can’t help but bring a smile. The execution appeared across a range of leading female titles including AWW, Woman’s Day, Cosmopolitan and OK! magazine.

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