How One of Today’s Boldest Marketers Is Shattering Stigmas Inflicted on Women Worldwide

Essity, maker of Bodyform and Libresse, is rewriting the rules on how ads talk about periods, vulvas and more

'Viva La Vulva,' a visually delightful spot from agency AMV BBDO for Essity's feminine-hygiene brands, just won top honors at the D&AD festival. Essity

LONDON—For decades, marketing around women’s periods and genitals has often been laughably unrealistic at best and destructively shame-inducing at its worst.

@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."