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SCA INSIDE
LIBRESSE
DESIGN PRIZE
GOES TO NORWEGIAN
CAMILLA NHU Quynh Bui, a Norwegian,
won the Libresse Nordic Design
Challenge. Camilla is 16 years
old and will see her design in all 180
stores of the jc apparel chain, located
across the Nordic countries.
Libresse announced the competition
last summer, which gave people
in the Nordic countries who were
interested in design an opportunity
to create their own pattern for panties.
The response was huge. Nearly
90,000 entries were submitted, and
roughly 50,000 young people took
part in the Challenge – which makes
it the largest design competition ever
in the Nordic countries.
Sorbent Clean & Fresh
– targeting little bottoms
SORBENT HAS LAUNCHED
a new Australian campaign to
increase consumer awareness
of its Clean & Fresh moist wipes.
Sorbent already maintains
strong market leadership in the
moist wipe segment with a 66
percent value share, compared
with Kleenex Flushables at 34
percent*. However, research
indicates that consumer awareness
regarding the use and
benefi ts of toilet wipes continues
to be the key to driving
growth in this segment.
As a result, the Sorbent team
has developed a new advertising
campaign specifi cally
26*SCA SHAPE [4*2007]
The kick-off for the competition
was the launch of Libresse Design Edition,
a collection of uniquely designed
packages for sanitary pads. Out of this
came the idea of initiating a creative
competition for young people interested
in design. Last July and August,
people were able to use an advanced
drawing program on Libresse’s website
to design their entry by choosing
among templates, ready-made fi gures
and drawing free-hand.
“The interest was fantastic and
the quality of the entries was consistently
very high,” says Margareta
von Renteln, who is in charge of Libresse.
“With the high traffi c on our
targeting young families, who
are the key users of the product
and make up 50 percent of
moist wipe purchases**.
The campaign features a
four-week outdoor media
advertising schedule that
started October 28.
This initiative aims to create
awareness among young
mothers about the benefi ts
of introducing Sorbent Clean
& Fresh wipes into their
child’s toilet routine.
* Aztec Scan Data MAT 23/9/07
** Aztec ShopperView IHP National
Panel MAT 5/8/07
Websites, I’ve known for a long time
that our visitors were creative, but this
result shows we’ve found something
that affects many people.”