Libra, a feminine hygiene product line by SCA Hygiene (Svenska Cellulosa Aktiebolaget), is celebrating the launch of the new “Click Lock Box” with “From Rags to Riches”, a chance for Australians and New Zealanders to win $10,000 with Libra’s Lucky Box. The company is giving away AU$10,000 each month for five months, with codes in each box linked with the microsite, www.libraluckybox.com. Those who find a golden tampon instantly win one of 1000 $50 gift cards. The new Libra packaging is an upgrade on the previous product, with a click lock lid making it possible to hold the box upside down without tampons falling out. The product is also being promoted in a hot air balloons flying over cities on Australia’s eastern seaboard.
The Lucky Box Rags to Riches campaign was developed at Clemenger BBDO, Melbourne, by executive creative director James McGrath, creative director Josh Robbins, art director Ant Phillips, copywriter Richard Williams, and typographer Musonda Katongo.