Sofy is so-free

Despite being Japan’s top sanitary napkin brand for a decade, Sofy faces challenges in setting itself apart in Vietnam’s competitive market. How can Sofy carve out a unique identity that resonates with modern, high-income Vietnamese women on social media?

Sofy believes that women should feel free to be themselves, even during their period. With this in mind, Sofy creates a supportive space for women to openly address period concerns and find solutions for a healthier life. This inspired the campaign, “Sofy is so-free” celebrating the freedom to live fully. To reinforce this empowering message, Sofy’s ribbon logo has been reimagined as a symbol of protection, confidence, and empowerment, gently embedding itself in the minds of consumers.