Period underwear is no longer new and mysterious. Now it needs more people to try it and Libra gets to do the fun job – focusing on the freedom and ease that its Period Proof Briefs bring. Cummins&Partners has done that remarkably well.

Following on from its empowering brand anthem, #LIveLiberated, last year for pads and tampons, Libra has launched Wear.Bleed.Wash.Repeat (with thanks to Todrick Hall?), encapsulating everything women need to know about period underwear in four words – it works and it makes periods easy.

Cummins&Partners commissioned a music track made for this campaign using local female, emerging artist, CD, and produced the first-ever campaign for Libra created specifically for TikTok.

Caitlin Patterson, executive general manager of Asaleo Care’s Retail Business Unit, stated, “Libra has always had a broad product range that supports women to period their way, so it’s great to be extending that with the launch of new Libra Period Proof Undies. Two in three women are interested in trying period underwear and we know they will be delighted with the ease of use and absorbency of these great new Libra period undies.”

The campaign consists of 15-second TV, OOH, digital and social, launching nationally on Sunday night, June 20. As well as the TikTok executions and paid social activity there is a podcast with Shameless, and a series of social executions using brand ambassador, Abbie Chatfield, highlighting the ease of introducing period underwear to the period ritual.

Credits:

Client: Asaleo Care (Libra)
Executive General Manager – Retail: Caitlin Patterson 
Head of Marketing – Libra & TOM: Laura Demarchi 
Senior Brand Manager – Libra: Julia Spargo-Ryan 
Brand Manager – Libra: Taylah Johnson 

Agency: Cummins & Partners
Art Director:  Melany Ang
Copywriter:  Claudia Sarosiek
Executive Producer: Karley Cameron 
Broadcast Producer: Steph Watt
Print Producer:  David Findlay
Group Account Director:  Marnie McKenzie
Account Director:  Juno Forster
Strategy Planner: Bec Alexander

Director: Greta Nash 
DOP: Alice Stephens 
Production Designer & Wardrobe Stylist: Imogen Walsh 
Gaffer: Dan Carr
Photographer: Helen Dinas 
Editor: Jesse Richards
Music: CD & Michael Cooper 
Sound: Bang Bang Studios 
Grade: Abe Wynen @ Crayon 

Media: OMD
Social Agency: Overport