Charming retro look

Feminine hygiene Self-confidence is for
Women are more important than usual on certain days. Exxtra searches for Molfina
The topic of women's hygiene is not just a topic for women.
no longer a taboo subject. And yet advertising for this product group
not find a relaxed relationship with female nature, Désirée
Strassmann, consultant at Exxtra, is convinced. The
and extremely technical explanations of the women's work.
The functionality of the products is assumed to be different from the large
Group brands from Always to Tampax used in their campaigns
become. The environment, which is characterized by high brand loyalty, cements this
Communication strategy.

To tackle this with a "modest" budget, Exxtras uses
advertising campaign for the feminine hygiene line from Migros her
brand promise "Molfina protects you in every situation" on a
in a humorous way. The new TV commercial is intended to recall the
print campaign with the cheeky portraits of women,
which, according to the FOT, has increased awareness. In the environment of the
women's magazines, this was hardly possible any more.

The challenge was to achieve differentiation from the
Competition with an unusual advertising idea for Molfina
more concisely. In the previous tonality, with a charming
self-confidence and humor, there is hardly a thought in the new commercial.
about menstrual hygiene. But the brand promise and the
wide range woven into the plot: By having a young woman with
her Molfina pack, two boys elegantly block the view inside the
changing room, in which she demonstratively and lasciviously undressed down to
panties and bra.

Luca Aloisi