SCA Hygiene launches its largest online advertising push for its
Bodyform brand this week, through Chime-owned agencies Roose & Partners
The web advertising for the brand builds on "PantyLiner Woman", created
by SCA's central Swedish agency, Forsman & Bodenfors, and featured in
the brand's TV advertising. Online media was handled by Carat
The online ads use both pop-ups and animated HTML ads, aiming to grab
the attention of internet users. PantyLiner Woman appears on the web
page, and strikes it with a hammer causing the user's browser to shudder
Pop-ups for the brand scream "Hello! It's me again! Hiya!"
Martin Hodson, the UK marketing manager for Bodyform, said: "We dabbled
in internet marketing last year and launched a couple of campaigns aimed
at the teen market and had reasonable success. We've seen that pop-ups
and banners have to stand out for people to take notice.
"We've taken some lessons from the previous campaign and been a bit more
daring with this new creative, with which we're targeting 16- to
The online ads click-through to a website for Bodyform, created by the
new-media agency Razorfish. The campaign will be running on sites
including BeMe, iCircle, Handbag and Wellbeing until 6 July.