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← Back to IdeasOgilvy Group Germany Breathes New Life into Iconic Brand o.b.® with First Major Campaign
Frankfurt, June 1, 2026 – Building on its long-standing Public Relations partnership with Kenvue, Ogilvy Group Germany is now presenting its first major advertising campaign for the o.b.® tampon brand, following WPP’s global win of the Kenvue account. An integrated Ogilvy Group team featuring talent from Ogilvy, Thjnk, and Loved developed the new brand platform, "o.b.® for every day" ("o.b.® für alle Tage"), designed to revolutionize the conversation around periods and re-energize the brand for a new generation. WPP Production handled the production.
The way we talk about the female body, sustainability, and product ingredients has changed. Today, women rightfully expect more from the brands they trust—more transparency, more honesty, more authenticity. For a heritage brand like o.b.®, this means reinventing itself and responding to these needs. The campaign is therefore more than a creative offensive; it embodies the mission to make the conversation about periods more authentic and, in doing so, normalize it in everyday life.
Under the guiding principle, "Whether resting today, or fully blooming" ("Ob heute mal ausruhen, ob voll aufblühen"), the campaign celebrates the different moods throughout the menstrual cycle and encourages women not to conform to social conventions. Visually, the repositioning is supported by a striking color palette combining the brand's signature teal with a bold red. The red represents the conscious destigmatization of periods on a visual level, working hand in hand with the brand's core color in all visuals.
"o.b.® is an iconic brand that has accompanied generations of women. In a changing world, it was time for us to redefine the conversation around periods—to be more honest, braver, and closer to real life. With o.b.® for every day,' we want to encourage women to embrace their cycle as a part of their lives, with all its facets. This campaign is more than just advertising; it's a statement for a new, relaxed approach to one's own body," says Markus Musey, Global Women’s Health Brand Director at Kenvue.
Alice Baldczus, Management Supervisor at Ogilvy, adds: "The biggest challenge, and also the most exciting task, was to awaken one of Germany's most well-known brands from its slumber. We wanted to move away from the clinically clean imagery that has dominated the fem-care aisle for decades. With the 'ob, ob, o.b.®' idea and the new 'for every day' brand platform, we've created a creative foundation that focuses not just on product benefits, but above all on the real lives of our target audience. This is the start of a new era for o.b.®—self-confident, modern, and authentic."
In addition to driving sales for the improved product line available since April 2026, the campaign is primarily aimed at a long-term rebranding. It will be rolled out across OLV, social media, OOH, and at the point of sale in Germany, the Czech Republic, Poland, Hungary, and Slovenia.
Vimeo-Link „15-seck“: https://vimeo.com/1197148574
Vimeo-Link „6-sec“: https://vimeo.com/1197148575
About o.b.®
o.b.® is a brand of Kenvue Germany GmbH. Founded in 1950, o.b.® is Germany's market leader in the tampon category. With its four sub-lines—Original, ProComfort®, ExtraProtect, and Organic—the brand has continuously launched product innovations featuring patented technologies over the decades, addressing the diverse needs of menstruating individuals and providing them with greater freedom and flexibility in their daily lives. In 2024, the brand expanded its portfolio into a second menstrual product category with the launch of o.b.® period underwear, available in sizes XS-XXL, and added a period underwear for teenagers in size 156-164 just one year later. In Germany alone, approximately one billion o.b.® tampons are sold each year. Its main production site in Wuppertal supplies more than 40 markets across EMEA and Asia, making it one of the largest tampon manufacturing facilities in the world. Furthermore, through school programs and other social awareness campaigns, o.b.® makes a significant contribution to education about menstruation and sexuality.
The makers
o.b.®
Markus Musey, Global Women’s Health Brand Director
Alexandra Vassileva, Director Marketing Women’s Health & Baby Central Europe
Annika Fahning, Leader Content Excellence Central Europe
Ogilvy & thjnk & loved
Account: Alice Baldczus (Ogilvy), Chris Jungjohann (Ogilvy), Katharina Stückle (Ogilvy); Creation: Laura Giauque (thjnk), Mieke Haase (loved), Natalie Hansen (thjnk), Barne Heimbucher (Ogilvy), Sinya Horwedel (Ogilvy), Pirko Neumann (thjnk); Strategy: Sandra Gutmann (Ogilvy), Thomas Fischer (Ogilvy), Gordon Nemitz (thjnk)
WPP Production: Benjamin Horstkotte
Film production: Zauberberg Production
Director: Katharina Hingst
Photo: Marija Mihailova
Press office Ogilvy Group Germany
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt, Germany
Telefon: +49 172 6878986 | presse@ogilvy.com | LinkedIn: Ogilvy Group Germany