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For Young People with Periods

THINX(BTWN)

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CHALLENGE

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.

thinx-cover
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SOLUTION

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.