Period euphemisms – Big Aunty, Bread and The Moon – come to life to get parents to start using the words ‘period’ and ‘pad’, instead of their names. In a takeover of Libresse’s social media, the three characters shared films, gifs, and posts to send this message out to all Malaysians, especially parents.
White pants. Happy smiles. Aren’t periods magical? NO! Sanitary pad ads didn’t reflect the reality of periods. ‘Let’s Get Real’ called this out.
Taking down period ad conventions took Libresse to the top – making them the market leader.