SCA Hygiene is investing &£5m in the launch of a new range of feminine hygiene products under the Bodyform brand.
The personal care company is launching its latest range, the redesigned New Generation Ultra Towels, later this month backed by a major television, press, direct mail and sampling campaign.
SCA says that the campaign is intended to encourage women to adopt a “bold new attitude” to feminine care products and to question the effectiveness of their current brand.
An SCA spokeswoman says that the campaign aims to echo the start of an aggressive political campaign and aims to play on research which shows that women are dissatisfied with sanitary protection by encouraging them to change.
The launch campaign, which has been created by Bartle Bogle Hegarty, will support the political theme with the strap line “Vote for Change. Wear Bodyform.”
SCA is also spending &£8m relaunching its Velvet toilet paper brand to compete with market leader Andrex (MW November 24, 2005).
It is replacing Double Velvet with Triple Velvet and, in a bid to match the power of the iconic Andrex puppy, new ads will feature a young baby as the company’s “managing director.”