femfresh intimate wipes had been perceived as a product aimed at women with ‘problems’ rather than something to freshen up with every day. We were asked to create an experiential stand that would change attitudes to the category and the brand, introducing femfresh to a younger target audience.  My idea was to create clean and lovely ‘femfresh VIPee loos' at music festivals and this launched at the popular V Festival in August 2011.

Results: Following the activity, over 80% strongly agreed that femfresh is an everyday product. Over 30,048 femfresh samples were distributed, 4,601 Vajazzle Kits were handed out, there were 9,360 loo visits. (Agency: smp)