TBWA-SMP executive creative director and managing partner Melvin Mangada said the positioning was to offer an alternative to the established Whisper and Modess lines.
"We are targeting the younger market, the teens," Mangada said. Half of the Philippines population of 81 million is below 25 years.
Libresse, a micro pantyliner, has the claim to Guinness fame as the smallest product of its kind in the world.
Last month, TBWA launched a TVC starring local celebrity Lucky Manzano. The TVC set another 'first' for the Philippines in that it was the first ever to offer the male point of view on a feminine hygience product.
The second TV spot went a step further, showing another local male celebrity mistaking a Libresse pantyliner for a plaster and sticking it on a cut.
SCA Hygiene Products, headquartered in Munich, is the largest business area within the Swedish SCA Group.
The main brand in Europe is Libresse (called Nana in France, Bodyform in the UK and Nuvenia in Italy). Other brands outside of Europe are Libra, Saba and Nosotras.
