2019

Bella

After years of successful communication in the beauty and fashion sector, the Bella sanitary napkin brand faced a problem: a decline in sales and audience loyalty. As it turned out, times have changed and the audience is no longer interested in the modeling industry.

To stop the negative trend of decline, restore sales growth and consumer love, we needed to find a new communication platform.

We decided not to follow the path of competitors who portray women as strong and courageous like men. And we found an insight inherent in the mentality of Ukrainian women: every woman sometimes needs to feel like a girl, regardless of her age. This insight became the basis of the brand’s new communication and was embodied in a new “girly” campaign in partnership with the popular series #School on the 1+1 TV channel.