Essity, owner of the Libresse/Bodyform brand that has inspired so many Cannes Lions winning campaigns from AMV BBDO, has launched a global creative review following a major expansion of its healthcare business.
The move comes following the recent acquisition of Edgewell Personal Care in North America, which includes the Playtex, o.b., Carefree and Stayfree brands. Essity also acquired those brands in Brazil, where they were owned by Kenvue.
BBH was appointed agency of record for Edgewell brands in the US only a year ago, which suggests another Publicis vs Omnicom battle for a major global account. Edgewell also owns other major brands including Wilkinsons Sword and Hawaiian Tropic which are not part of the personal care portfolio acquired by Essity.
AMV BBDO has been working with Essity since 2014, and won four Cannes Grand Prix for Wombstories in 2021 in the Film, Titanium, Film Craft and Health & Wellness categories. Other winning campaigns include Blood Normal, Wombstories, Never Just a Period, and Periodsomnia.
Essity told Campaign that their “creative partnerships are kept under regular review”, but after a 12 years of investing in big production, ground breaking and taboo-busting work with AMV, let’s hope this creative review isn’t all about cost-cutting and influencer marketing.
