Our female-led team had the humble realization that “we still haven’t gotten good at having a period.” A major challenge behind that truth is the taboo topic of leak protection and the lack of innovation in the category beyond pads and tampons.
We flipped the classic mother-daughter period tropes on their head by showing younger generations teaching their role models about new innovations in period and leak care. We created a series of videos demonstrating “How a New Generation Thinx.” Directed by Pamela Adlon of “Better Things” these spots showed women of various ages being comically candid about how to get better at having a period.
The campaign drove a 45 percent revenue increase for Thinx Teens within a month of launch, powered by a 113 percent lift in web sessions. It was an Ad Age Editor’s Pick and Adweek’s Ad of the Day and featured in Variety. 45 percent daily revenue increase for Thinx Teens within a month of campaign launch 113 percent lift in eCommerce sessions Beat Q3 Projections by $26,000,000. NOT a typo.