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For Young People with Periods




With their revolutionary period underwear, THINX is working to empower all bodies and destroy the taboo around periods. They wanted help launching their innovative new product THINX(BTWN) - for young people with periods, featuring the same great leak-proof technology they’re known for.



First periods are an especially stressful time for teens and tweens navigating puberty. So, we created a campaign showing how THINX(BTWN) eliminates period stress and is a better choice for both parent and kid. Distinct spots were A/B tested in market, each tackling the consumer insight in a different way, but all reflecting THINX's distinct surrealist style--refreshed to appeal to a younger target.