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