The promotion will be supported with digital activity including homepage takeovers, skyscraper and banner adverts targeting women via lifestyle, entertainment and social networking sites.
The digital activity, developed by Hotbed, marks a departure from the brand’s usual use of television advertising.
Bodyform marketing manager, Julia Kretova says: “Channelling our marketing spend into an online campaign to promote our largest on-pack promotion to date is a bold move for us, but one that we believe will deliver targeted reach and will create less wastage. Communicating via an online campaign also generates a more personal level of engagement which reflects Bodyform’s close understanding of women during that time of the month.”
The brand identifies giving women confidence among its core values and chose to giveaway a free lip-gloss after it was cited as a confidence boosting product in consumer research.
It follows an on-pack promotion last year, which saw Bodyform team up with fashion designer Preen to giveaway a designer protective tin resulting in 25% uplift in sales.
The campaign will also include PR activity by Haygarth, including celebrity backing from Jemma Kidd and a psychologist giving women confidence boosting advice.
The promotion will also include an on-pack leaflet supporting The Eve Appeal, a charity dedicated to researching gynaecological cancer.