To address the challenge of rejuvenating Diana, Vietnam’s leading sanitary pad brand, VML & Ogilvy Japan (VOJ) stepped in as a global marketing partner. Acting as the strategic hub for Asia, we led the project by combining VML’s global knowledge with deep local insights to rebuild a brand strategy that resonates with Gen Z. Working in a strong partnership with Unicharm’s headquarters and local teams, we successfully revamped the brand image and drove market share growth. This success in Vietnam has since been rolled out to eight countries in Asia, with VOJ continuing to support its ongoing growth as the brand’s guardian.