Global Marketing Director
Nov. 8th 10:45
about the speaker
Tanja Grubner is the global innovation, brand and communications director of the feminine care category at Essity (a leading global health & hygiene company dedicated to breaking barriers for well-being) and passionate about growing businesses by building brands with a purpose that are worthy being invited into culture. She believes in brand bravery, championing change and creative effectiveness. Her brands Bodyform/Libresse are part of the advertising archives of MoMA and The Louvre, and have received over 400 awards to date (incl. Cannes Lions Grand Prix for Glass, Titanium, Film and Strategy Lions, D&AD Black Pencil of the Decade, APG Grand Prix for creative strategy and WARC Grand Prix for effective use of brand purpose). In her current role, she redefined the global brand positioning, disrupting the feminine care category forever. The taboo-breaking campaigns like #bloodnormal, Viva la Vulva, #painstories, #wobstories and #periodsomnia tackled toxic stereotypes around periods, vaginas and women’s bodies to create a new normal. Libresse/Bodyform are not only the fastest growing femcare brands globally but are also cited among the top five most creative brands in the world (WARC 2019, 2020, 2021). That’s bloody lovely but even better, it’s improving millions of woman lives worldwide. In the last 20 years, she’s lived across 3 continents, worked across a broad range of brands and FMCG categories in regional and global roles always having innovation, sustainability but above all the consumer in mind.
Years ago, Essity/Bodyform decided to break toxic period taboos when everyone had been too scared or oblivious to even touch on them. Join Tanja Grubner, the brand’s Global Marketing Director, and Nadja Lossgott, Joint CCO at AMV BBDO, as they discuss how taboo-smashing can reach audiences at scale. The conversation will be moderated by journalist Olivia Atkins.