In a competitive world where all advertising efforts are similar, Stayfree wanted to stand out and do things differently. Stayfree therefore asked Astral Mix to create a fun, original campaign going against the current stereotypes in feminine hygienic products.

Target

Women 26-35

Objective 

Increase brand awareness using a promotion that is fun and engaging;

Directing consumers to Jean Coutu to buy the product.

Strategy

Develop a campaign that has a man as a central character to promote Stayfree products and strategically position messages on TV channels, radio stations and out-of-home Astral Network. Organize a contest and develop a web site (justenousdeux.ca) to support the offensive.

Innovativeness

Using a man to promote feminine hygienic products.

Results

13 060 unique participations and 34 824 total participations.

Medias

Radio: NRJ and RockDetente

TV: Séries+, Canal Vie et Télétoon

Out-of-home: Street columns in Montreal, Sherbrooke and Quebec