SCA Hygiene to launch new Bodyform marketing campaign

SCA Hygiene has announced the launch of a new marketing campaign for its feminine hygiene brand Bodyform, focusing on the theme of empowerment.

The 4.5 million pound project will involve the launch of a new strapline, Live Fearless, and will be accompanied by TV, print, online and in-store advertising. The aim will be to promote a newly-launched range of Bodyform Ultra products, reports Marketing Week.

A key component of the campaign will be a TV advert created by BBDO, showcasing the changing attitudes to female identity and hygiene issues since the 1950s, as well as featuring footage of SCA Hygiene's all-female sailing crew.

The company chose to sponsor the crew – who are taking part in the male-dominated Volvo Ocean Race – due to the fact that 80 percent of its hygiene products are purchased by women.

Nicola Coronado, marketing director for SCA Hygiene, said: "We have great products that people can trust and be confident in, but we also want to introduce a way to engage with consumers and empower them to talk about the things that give them confidence."

As of 2013, the firm held the number one or two position in at least one hygiene product segment in about 90 countries worldwide.