JWT Helps Launch Feminine Hygiene Brand SOFYBeFresh In Australia

  • SOFY BeFresh - Print 2
  • SOFY BeFresh - Print 1
  • SOFY BeFresh - TVC Image
  • SOFY BeFresh - Pack
1 / 4
SHARE
THIS



SOFYBeFresh – an entirely new range of feminine hygiene products from Unicharm – launches in Australia this week, via 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.

“We are incredibly excited to launch this product onto the Australian market, particularly with such a strong brand position,” said Unicharm’s senior brand manager Debra Smith. “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”.

J. Walter Thompson creative director Tim Holmes said: “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,” he said.

“SOFYBeFresh is available in Coles, Independent Grocery, such as IGA, Super IGA, Foodland, SPAR, Cornetts and Richies and Chemist Warehouse and we hope to let as many women know that they can say ‘Hello Fresh’,” said Unicharm’s senior brand manager Debra Smith.

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

J. Walter Thompson is part of STW, Australasia’s leading marketing content and communications group.

Please login with linkedin to comment

awards modesty

Latest News

The Mint Partners Wins Pernod Ricard, Cemoy & Little National
  • Advertising

The Mint Partners Wins Pernod Ricard, Cemoy & Little National

Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]

opr Adds DocuSign To Client Roster
  • Media

opr Adds DocuSign To Client Roster

Sure, it might not be a Coke or a Qantas, but opr think this win significant enough to send well-meaning press release.

Stan Acquires Heckler Co-Produced Biopic On F1 champion Sir Jack Brabham
  • Media

Stan Acquires Heckler Co-Produced Biopic On F1 champion Sir Jack Brabham

A feature length documentary on the extraordinary racing career of Australia’s first Formula 1 champion, Sir Jack Brabham, co-produced by design, animation and visual effects house Heckler, will be available on Stan exclusively from this Friday – 7 August. Directed by Ákos Armont (Aurora Films) in association with Heckler, whose co-founder Will Alexander served as […]

Would TikTok Be Missed?
  • Opinion

Would TikTok Be Missed?

Columnist poses the question - would TikTok be missed? B&T says not as much as vanilla Paddle-Pops or Best Of Red Faces.

Opinion

by B&T Magazine

B&T Magazine
Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series
  • Media

Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series

In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]