about libero
In the fall of 1997 Michael Jansson from SCA stepped in through the doors of the agency and told us his vision, "Our main competitor is one of the world's largest companies, Procter & Gamble. Here in Scandinavia we've had the same market share as their Pampers diapers for several years, and with approximately the same message. Now I want to beat them. To do that, we can't just keep delivering the same type of ads. People hate diaper ads. I want people to see our ads for Libero and love them. Can you do it?"
So, out with the strange blue liquid (remember that?) and the incomprehensible technical demonstrations. And in with babies, smart stories and the approach, "We know exactly how it is, we have kids, too."
In May of 1998 the first dad took his little son to the zoo and two years later Libero was twice as big as Pampers in Scandinavia.
We've won Europe's most prestigious competition for ad effectiveness - the Euro-Effie - and a bunch of lions at Cannes. During this time our diaper babies have taken their first steps, driven snowmobiles, ran marathons, sashayed down the catwalk and taught yoga.
Today, 11 years after Michael's first brief, we're still the same working group here at the agency. The competition is also the same. The only difference is that Libero now has three times the market share of Pampers.