The FemCare category is long fixated with cliches and functional, leakage-proof superiority.
Tanja and team, plus agency partners, together looked closely at the hard consumer truths and the role of the brand. Working with AMV BBDO, she realised the importance of listening to women and together they have found better ways of understanding these real experiences, their shame and their needs. She also worked with Kitchen8 on full consumer segmentation to guide the business.
Tanja. alongside her team and agencies, created multi-award-winning, culture-shaping, business-defining campaigns (becoming the first brand to win three back-to-back Immortal awards with the recent #wombstories win, back-to-back Titanium lions, which recognize game-changing creativity that marks a new direction for the industry, plus a Glass Grand Prix for addressing issues of gender stereotypes through conscious representation and shifting culture, alongside D&AD Black Pencil of the Decade) which made Essity one of the top 10 most creative companies in WARC Creative 100 Rankings 2020 (first time in 150+
years of company history!).
From BloodNormal, to VivaLaVulva, to the recent boundary-smashing #wombstories campaign, no-one supports the creation of culture-shifting work and conquering creativity more.
The success of one campaign after another means increased belief and pride in the brand purpose within the category – and determination to invest the first dollar behind taboo-breaking work, with other segments of the business looking to FemCare for inspiration. Each campaign launches in more markets. And, each time, the purpose-led comms model is further activated, with more investment-driving ROI and more passion.