How AMV BBDO and Essity Formed Every Different


Enduring client-agency relationships are a rarity in promoting. Between 1987 and 2020, the common size of those partnerships has steadily declined from seven years to lower than three, in response to The Bedford Group.

Client care model Essity, proprietor of Libresse, Bodyform, Tena and Knix, has bucked this pattern alongside Omnicom-owned inventive company AMV BBDO, with 2024 marking the duo’s 10-year anniversary.

Over the course of a decade, the Essity-AMV BBDO collaboration has yielded taboo-busting work in classes from menstrual care to incontinence. The connection even inspired Essity to carry up a mirror to its core enterprise values, pivoting its company goal to “breaking obstacles” within the well being and hygiene class.

“These previous 10 years have given us a really excessive degree of belief,” Tuomas Yrjölä, president of world model, innovation and sustainability at Essity, advised Adweek. “There’s a readability between us each, a shared language and a shared imaginative and prescient on the significance of name goal and breaking obstacles.”

He added: “All that drives velocity and effectivity, we don’t must debate or begin another time every time it involves deciding on a technique. We are able to focus all our efforts on pushing for excellent inventive work.”  

Packet of Libresse next to an open sanitary pad and a hand pouring blood on the pad.
“Blood Regular” was the primary sanitary product advert to indicate actual blood within the U.Ok.Essity/AMV BBDO

Past serving to the enterprise outline its core goal, Essity and AMV’s longstanding relationship has yielded different fruit, together with a gross sales bump. In Q3 of 2023, the enterprise reported a internet gross sales improve of 8.5% to $3.9 billion. It’s additionally bulked up AMV’s trophy cupboard, with constant accolades for the pair at awards exhibits together with Cannes Lions, D&AD and the Clios.

In an business more and more preoccupied with short-termism and undertaking work in favor of the normal AOR mannequin, AMV BBDO and Essity’s relationship presents a window into what can occur when manufacturers and businesses stick issues out.

Making ‘Blood Regular’

The most effective identified stigma-shattering work from the duo got here in 2017 with “Blood Regular,” a marketing campaign for sanitary model Libresse (often known as Bodyform within the U.Ok.), which switched out blue liquid for actual interval blood.