David Blecken
Apr 1, 2011

Unicharm rolls out new phase of micro drama for Sofy

SHANGHAI – Japanese hygiene product manufacturer Unicharm has launched a new wave of ‘Miss Sofy’-themed micro episodes to promote its Sofy Sanitary Napkins brand in China.

'Miss Sofy' takes a new approach to feminine hygiene
'Miss Sofy' takes a new approach to feminine hygiene


The TV and online drama series first launched last May. Aimed at young women, the series features Taiwanese pop star Zhang Shaohan and aims to move the brand away from the functional advertising typical in the category. The episode unveiled today, ‘Coat’, coincides with the launch of a new product by Sofy, BodyFit.

A total of eight episodes — four in each phase — portray Zhang and friends enjoying life with the aid of Sofy. Terence Leong, creative director at JWT Shanghai, explained that the agency sought to avoid clichés of “girls wearing tight white pants” and “close-up shots of blue liquid pouring into a sanitary pad” and instead create an uplifting drama series.

The standard demonstration is replaced with what Leong described as a "surreal element" — rabbits that become animated when not being observed. The rabbits spring onto the napkin to demonstrate its properties in a more subtle manner. Leong added that the rabbits have "taken on a life of their own" beyond the screen, with limited edition toys being sold on Taobao as collectors' items.

Each TV spot is between 15 and 30 seconds in length and is designed to direct viewers online to watch the extended version.


Client: Unicharm
Brand: Sofy
Creative agency: JWT Shanghai
Media agency: Mindshare
Chief creative officer: Yang Yeo
Creative directors: Terence Leong, LeAn Sun, Amber Lin
Art director: Ruru Tang
Copywriter: Joy Xu
Planner: Tracy Song
Producer: Xu Jing
Account executives: Takashi Aoki, Crystal Lin, Evenie Wang, Sylvia Cheng
Director: Li Tairong
Production company: Kuiyou
Editing house: Film Valley

Campaign China

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