SOFY BeFresh launched in Australia this week via a communications campaign developed by J Walter Thompson Melbourne.
This is the first integrated campaign developed by J Walter Thompson for Unicharm Australia, with the agency developing the product name and pack design, as well as TV, print, POS, digital, social, website and sampling activations.
“We’re incredibly excited to launch this product onto the Australian market, particularly with such a strong brand position,” Unicharm Senior Brand Manager Debra Smith said.
“It’s 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’s 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.”