J. Walter Thompson Melbourne has created a new Australian product, SOFY BeFresh, which is a pad designed to give women a feeling of freshness.
The agency was tasked with creating a campaign for SOFYâ€™s new patented Clean Barrier Technology and took the traditional product demo and literally brought it to life.
Celeste Whitelaw, strategic planner at J. Walter Thompson said: â€śWe were launching a quality brand with great new innovation into a sea of sameness as well as competing against some big budget heavy hitters. We knew we needed to do something completely different for the category.â€ť
Senior brand manager at SOFY, Debra Smith adds: â€śWhilst the benefits of innovation are important, in isolation, itâ€™s not messaging that our audience are going to lean into, we needed to give them a reason to listen.â€ť
Kieran Antill, ECD at J. Walter Thompson said: â€śInstead of shying away from talking about the technology, we embraced it. We decided to hero the demonstration and do it in an unexpected way that took itself a little less seriously.â€ť
The 15 second digital pre-rolls shows the view from the inside of a SOFY pad, in which period people drop in, only to be stuck there forever.
Watch the spots below: