The brief

Let women know that the special Libresse metal containers which store sanitary napkins are back in stores.


Libresse helps and motivates women to live fearlessly. Because every woman needs a little positive support from time to time.

The campaign

In line with this purpose, we came up with the campaign ‘Message in a tin’. We approached this concept in a very personal manner with regard to the significance of support. Women could send a message to a friend to support her. No matter what the situation. They could wish her good luck for a job interview, send her loving support after a break-up or wish her the best luck for a sports match and say ‘You can do it’!

Message in a tin


Our ‘Digital First Approach’ is designed to first inspire the consumer, tell a bit more about the product and finally give a sales offer. Firstly, we inspired the target audience by showing some recognizable situations where ‘support was needed’. Secondly, we invited women to join in with a special weblink to send a ‘message in a tin’. And we encouraged our public with a series of product-focused social posts. Mix of channels: Landing page, Facebook and Instagram.

6.5 M
engR (bench 2,17%)
CPM (benchmark €5,-)
message send