Bodyform’s marketing boss on breaking taboos and standing your ground

Designing a marketing campaign with the potential to change society is no mean feat, especially when your vision pushes the boundaries of regulation and challenges accepted social norms.
This was the experience of Essity’s global marketing and communications director Martina Poulopati Gerhard, who is responsible for sanitary brands Bodyform/Libresse.
These brands were built on the insight that women typically have lower confidence than men, the logic being that if you arm them with the ri