Nana: Breaking the taboo around periods in the world’s most conservative region

Nana, a feminine hygiene brand, used educational content to connect with girls and increase sales in Jordan, Kuwait, the UAE, and Lebanon.

Campaign details

Brand: NanaBrand owner: EssityLead agency: Wunderman DubaiContributing agencies: ZenithCountry: Middle East & North AfricaIndustries: Feminine hygieneMedia channels: Competitions & contests, Content marketing, Online video, Product sampling, Public relations, Sponsorship - sports, Word of mouth, influencersBudget: Up to 500k

Executive summary

How can a challenger feminine care brand, with a quarter of the budget of the market leader, break taboos in the world's most conservative region?

That was the challenge Nana – a brand that wanted to be true to its global purpose of helping...

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