SITUATION

Libero is the market leader, but they are battling some really tough competition in Procter & Gamble (Pampers). Libero is nowhere near P&G in media spendings and therefore need to be super efficient and smart instead.

BRIEF

Continue to build on Libero’s long-term strategy of limited edition collections. Remain in the Libero universe, where everything that happens comes from a child’s perspective.

OBJECTIVES

Increase sales, and create a good vibe around the brand.

A group of superhero babies have gathered at their headquarters. They’ve realized that the grown-ups need a little help out there in the world. So the superheroes take action! One baby reminds a guy that it’s better to take the bike instead of the car. One helps an older lady carry her groceries. One baby stops a fight at a basketball court and another takes a woman’s phone and throws it in the trash at a playground. All of them are here to do good deeds and make the world a better place.

The Libero Superhero campaign was launched in Sweden, Norway, Finland and Denmark, from May through August 2017. Placement was OLV, banners, social media, in-store, parenting magazines, influencers kit.