Goals and objectives
The intimate hygiene category in the Netherlands had been in decline for years, with brands—including Chilly—struggling to connect with younger female consumers. Despite persistent issues around intimate health, the category remained stagnant, lacking innovation and relevance. Traditional campaigns relied heavily on TV and out-of-home media, with minimal investment in digital or social strategies. Moreover, Chilly's use of international assets failed to resonate with Dutch women.
The challenge was clear: reposition Chilly as a relevant and relatable brand for young Dutch women, while also revitalising the broader category. The campaign aimed to increase brand awareness, drive product rotation, and improve market penetration. A key focus was on promoting Chilly’s intimate tissues—an accessible entry point for new users—ultimately encouraging trial of the brand’s hero product, the wash emulsion. The strategy centred on human relevance and taboo-breaking communication to make the topic of intimate hygiene more approachable and normalised.
Surprising Insights
Driving both emotional engagement and sales in the FMCG sector is notoriously difficult—especially in the intimate hygiene space. However, by embracing the category’s challenges and targeting a specific audience with precision, Chilly achieved unprecedented growth.
The decision to allocate the entire 2024 budget toward a socially focused campaign targeting young women proved to be a game-changer. The results not only validated the strategy but also demonstrated that even taboo topics can be powerful drivers of brand connection and commercial success when handled with authenticity and cultural sensitivity.