HOW EVA DREAM PROTECTED MORE THAN JUST PERIODS?

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Situation

Eva, Sri Lanka’s leading sanitary napkin brand with over 35 years of heritage, had built strong market leadership—commanding nearly 80% market share. Known for innovation and quality, the brand had consistently evolved to meet the needs of Sri Lankan women. Yet, a significant gap remained. A large segment of young girls—especially in rural and semi-urban Sri Lanka—were still not part of the category at all.

Problem

Why, despite category availability and awareness, were many girls still not using sanitary napkins? The issue wasn’t access alone. It was adoption.

Breaking Down the Problem

• A large base of girls continued to use cloth
• Existing products were perceived as unaffordable
• The category spoke to modern, confident women—not this audience
• Menstrual care was still linked to fear, discomfort, and embarrassment

The category wasn’t built for them. So they stayed outside it.

What We Found

The problem wasn’t just product or price.
It was what periods meant in their lives.

• Periods caused anxiety, discomfort, and constant vigilance
• Fear of leakage and embarrassment led to low confidence
• Many girls skipped school during periods
• Their attention shifted from learning and growth → managing fear

This wasn’t just a hygiene issue. It was a life interruption.

Insight

Giving a girl a good quality sanitary napkin doesn’t just protect her health—It protects her confidence, continuity, and her ability to pursue her dreams. 

Strategic Shift

Eva needed to move from:

• Product → Purpose
• Hygiene → Empowerment
• Affordability → Access to possibility

From solving a problem to enabling a future

Unlock: From Protection → Possibility

We didn’t position a low-cost product. We positioned what it unlocks.

1. From hygiene → confidence

A sanitary napkin became more than protection—
it became freedom from fear

2. From product → life enabler

It allowed girls to attend school, move freely, and participate fully

3. From affordability → accessibility

A price point of LKR 120 made quality protection within reach

4. From category exclusion → inclusion

Brought first-time users into the category

5. From interruption → continuity

Periods no longer disrupted life—they became something girls could move through with confidence

Idea

EVA Dream

Essential protection for girls to confidently pursue their dreams and ambitions

Campaign / Execution

• Positioned EVA Dream as a reliable, affordable entry point into menstrual hygiene
• Focused on real-life challenges faced by young girls
• Communicated functional benefits simply:
  absorbency, dryness, comfort, leakage protection
• Built an emotional narrative around confidence and continuity of life

Impact

• Expanded the category by bringing non-users into sanitary napkin adoption
• Drove habit formation among first-time users
• Strengthened Eva’s role as a brand enabling menstrual health and empowerment
• Reinforced leadership by addressing an underserved, high-potential segment