A few years ago, women playing football were prohibited. Driving a bus or truck was also not common. Game? It was not an environment for them. And being in front of big companies? Back then, they questioned many stigmas, whether menstruating or not, to now participate in major football championships, be behind steering wheels, in gaming chairs, act as great corporate leaders and much more, opening the doors for new generations of women. . But this is still just the beginning, there are many spaces to be conquered by them.
Therefore, thinking about encouraging reflections and helping girls and women to be whatever they want, with their cycles, their bodies and their dreams, IntimateKimberly-Clark’s feminine care brand, whose main purpose is to encourage female progress, presents the campaign that includes the new creative expression: ‘We didn’t come this far to stop here’ and reinforces the positioning ‘Period or not, she can ‘.
Once again, we want to show that menstruation is not, and should never be, an obstacle to the progress of any girl and woman! And, in this sense, the campaign brings a powerful and current narrative, reinforcing that they are more empowered and more comfortable with themselves, with their bodies, with menstruation and that society needs to continue evolving. We still have a lot to achieve and, as a brand, our purpose is to encourage women to realize their dreams and occupy the positions they want, whether menstruating or not. And we will continue to invite society to this reflection, questioning the stigmas related to the menstrual cycle, says Maria Cludia Toffoli, Marketing Director for the Women’s and Adult category at Kimberly-Clark Latin America.
Premiering in Brazil, the communication, which will be launched in other Latin American countries throughout the month of January, includes a manifesto film on open TV, digital actions, influencer marketing with brand ambassadors and a strong media plan. It aims to value women’s achievements so far and reinforce that they can achieve much more, and that menstruation is not an impediment to this.
Intimus has a close relationship with its consumers and we always follow their preferences. We have seen the growth in the presence of girls and women in the gaming universe, a territory that was once mostly male, and how they have stood out in the most different types of games, as well as in sport, with brilliant performances in football and volleyball. We promoted actions last year in these territories in initiatives that supported and highlighted female protagonism. And we won’t stop there! We believe that an informed society is a conscious society, capable of transforming people’s views on themselves and others and we will remain firm in this mission with other actions and campaigns, points out Marisa Cazassa, executive Marketing manager at Kimberly-Clark in Brazil.
The brand’s channels have already started to follow the new creative expression in a massive way: ‘Our goal is that they don’t stop here, as they can and will seek more, together and empowered with their cycles’.
Manifest film
Narrated by an empowered female voice, the 30-second manifesto film, created by the agency FCB Brasil, features real women in different bodies, races, ethnicities, lots of color and movement to show that women are, indeed, more comfortable in the current scenario , that they have made progress in their achievements, but that this is far from being enough. ‘Accept us and accept our cycles’, one of the requests made by the female voiceover that represents all the women in the video.
The film also includes other phrases to provoke reflection in society, such as ‘it’s true that we have evolved as a society, but not enough! Together we can do more! Because we haven’t come this far to stop here.’
The film reflects Intimus’ positioning by building a narrative and an aesthetic of powerful girls/women who occupy spaces and want to achieve even more. This campaign is an open letter from young people to society, helping to invite us to continue evolving. But to tell this story it was also essential to have powerful women creating and producing the film and the campaign. More than saying that ‘she can menstruate or not’, our campaign was developed in this way. Therefore, we are sure that the film has the authenticity to truly connect with our audience, highlights Renata D’vila, CSO at FCB Brasil.
The campaign includes a robust media plan on open TV and digital led by FCB Brasil, in addition to PR actions and amplification with influencers by the PROS agency. Other activations and developments will be carried out throughout the year, also reinforcing the benefits of the line of Intimus Night Pads, such as the Discreet, and the Daily Protector with Change Indicator.
Absorbent Intimate Discreet Night
The campaign will also reinforce communication and the attributes of the ‘Intimus Noturno Discreto’ absorbent, which has the comfort of a daytime absorbent as it is thinner, but with the absorption of Noturno, which in this product still has the back wider, preventing up to 100% of leaks. The Discreet Absorbent adapts to different positions due to its intelligent straps that intertwine, preventing the absorbent from moving out of place.
Daily protector with change indicator
With patented technology, the Intimus Daily Protector with Change Indicator has a design inside, marked in yellow, that changes color when it comes into contact with vaginal fluids, changing to blue when there are variations in the pH of the intimate region. The change in color was made so that consumers can identify the ideal time to change the product, keeping the intimate region balanced and healthy.
The product is hypoallergenic, dermatologically tested and approved by the Latin American Federation of Obstetrics and Gynecology Societies (FLASOG).
TECHNICAL SHEET
Agency: FCB Chicago/ FCB Brazil
Cliente: Kimberly-Clark
Product: Kotex/Intimus
Ttulo: She Can 3.0
FCB Brazil
Ana Becker, Andr Ueno, Anna Martha Silveira, Bibiana Saldanha, Camila Alves, Camila Galdencio, Carolina Ferreira, Carolina Lima, Cassia Cristina, Daniela Fonseca, Eduardo Gardini
Eduardo Toledo, Elton Longhi, Fabio Freitas, Fabiola Toschi, Fernanda Geraldini, Flavio Zamboni, Gabriela Yamada, Guilherme Moreira, Helosa Pinheiro, Helosa Ribeiro, Iuellen Souza, Juliana Bottari, Leandro Ribeiro, Larissa Santana, Leticia Rodrigues, Lina Cujar, Luiz, Fernando Dezan, Marcella Huche, Mariana Cabrera, Mariana Teixeira, Marianna Feliciano
Mayara Couto, Mateus Madureira, Miguel Alvarez, Pedro Lazzuri, Renata Davila, Renata Mazzoco, Renata Reigota, Ricardo John, Valentina V. Ursini, Vinnicius Vespoli and Yasmin Rodrigues.
Agencia PR: PROS
Daniela Graicar, Fernanda Tchernobilsky, Ana Assaly, Manuela Guedes, Liliane Cavalcante, Marlia Santos, Daniela Gaia, Bruna Oliveira, Brenda Andrade, Isabela Sartori and Tabatha Antonaglia.
Producer: KAUS
Directed by: Cris Streciwik
Executive Production Thiago Mascarenhas, Ana Flavia Franca Di Luca
Production Coordination Bruna Martinelle
Florentine Cocoa Service
First Unit Management Cris Streciwik
1 Assistant Director Raquel Reis
2 Assistant Director Isabella Liporoni
Cinematography Pepe Mendes
Director Second Unit Martina Quezado
Assistant Director Fernanda de Mello Mendes
Director of Photography Martina Quezado
Art Direction Manoela Moura
Production Director Nahara Teixeira
Producer Wagner Vieira Ramos
Casting Producer Manu Menezes
Stylist Allan Ghandi e Simone Waisman
Make up Laura La Laina
Photo Still Bruna Sussekind
Post-Production Space Monkey
Junior Braz Post-Production Coordination
Post service Mauro Linberger
Mauro Linberger Submission
Editing/Editing Maria Luisa and Nat Deraco
Color Grading Ana Escorse
3D HUB
Canja Audio Producer
Account and Project Manager Matheus Peres
Service: Guga Costa
Project Manager Ana Flor Bohrer, Flavia Medeiros
Musical Direction Eduardo Karas, Lucas Sfair, Filipe Resende
Musical Supervision Bruno Vieira Brixel / Leonardo Lima
Voice direction Bruno Vieira Brixel
Musical Production Bruno Vieira Brixel, Leonardo Lima, Erica Silva, Nando de Castro, Diego Zorrilla, Ardlez, Levi Mynssen de Mello, Eugenio Fim
*Cape photo: Play/YouTube
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