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 SOFY’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: “We 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.”
Senior brand manager at SOFY, Debra Smith adds: “Whilst the benefits of innovation are important, in isolation, it’s not messaging that our audience are going to lean into, we needed to give them a reason to listen.”
Kieran Antill, ECD at J. Walter Thompson said: “Instead 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.”
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: