Horse-riding as a sport for Nordic women is second only after football. Libresse’s sponsorship of international horse shows in Sweden, combined with a unique Libresse "Horse of the Year" campaign, is actively engaging women with the brand. A sponsorship of 120,000 sanitary towels to Kenyan school girls is also part of the campaign.
Specially-designed Libresse pink-coloured obstacle in the "Libresse Cup" guaranteed that all spectators visibly recognised Libresse’s role as a major sponsor of this popular event, which also includes a World Cup class before the World Cup final in Las Vegas, US.
Libresse has been supporting major horse shows in Stockholm and Gothenburg for three years now, with a large scale sponsorship that includes a "Libresse Cup" competition (special horse jumping segment as part of the international classes), Libresse towel samples for spectators and a popular quiz contest where spectators have a chance to win pink-coloured riding equipment from Libresse.
"In order to extend the value of our sponsorship 'outside' of the competition arena, we also host a much-loved 'Horse of the Year' campaign on the Nordic Libresse websites," shares Margareta von Renteln, Marketing Support Manager Feminine Nordic at SCA Personal Care in Gothenburg.
120,000 sanitary towels donated to girls in Kenya
Social responsibility also factors into this sponsorship as each of the two winners of the "Libresse Cup" competition were given 60,000 free towels each for donation to young girls in Kenya, where the lack of proper sanitary protection prevents girls from attending school.
These donations are made in collaboration with international anti-poverty agency 'Action Aid. During the last two years SCA has donated 480,000 towels to school girls in Kenya through the Libresse sponsorship.
"This campaign fits well with the independent minded and engaging image of Libresse, and also provides us with a very unique opportunity to interact with our target audience."