Product innovation and product-led communications were failing to drive success for Essity, the global owner of brands such as Libresse and Bodyform UK in the femcare market. Its opportunity was to create brand fame by embracing a purpose of normalising depictions of periods and women’s bodies in advertising and popular culture. Three purpose-led campaigns included ‘Blood Normal’, a film that showed period blood in everyday situations, and ‘Viva La Vulva’, which celebrated that women’s genitals were diverse in appearance. The work attracted widespread coverage and increased client spend. Between 2016 and 2019, in those markets that ran purpose campaigns Essity grew market share twice as fast as those not running them.