Intimates brand Thinx recently launched its new line of period underwear through a humorous campaign by purpose-driven ad agency OBERLAND. The ad pokes fun at the often awkward conversations most girls experience with their mothers when they first get their periods -- including chats about the correct way to wear a tampon.
The 'How a New Generation Thinx' campaign features two hilarious commercials titled 'Saved by Sister' and 'Moon Landing.' While the first ad showcases Thinx' new line of sustainable period underwear for teens that offer protection without the need for pads and tampons, the second follows a frustrated woman who recounts the moon landing and other technological advancements from the last 30 years, while explaining how those same advancements never happened in the period care space.
This comical ad series targets Gen Z consumers and encourages open conversations about menstruation without the added awkwardness.
What's Driving This Trend
- Humorous Period Care Campaigns
- Opportunity for other period care companies to use humor to break stigmas and start open conversations about menstruation.
- Sustainable Period Products for Teens
- Opportunity for other intimated brands to create sustainable, stigma-free period products aimed at Gen Z consumers.
- Period Care Innovation
- Opportunity for interdisciplinary teams to collaborate in coming up with innovative solutions in period care space.
Who This Affects Most
- Intimate Apparel Industry
- Intimate apparel companies can use a humorous approach in their marketing to reach Gen Z consumers and destigmatize menstruation.
- Sustainable Fashion Industry
- Sustainable fashion companies can explore creating innerwear that is eco-friendly, comfortable, and caters to period-care needs for all ages.
- Women's Healthcare Industry
- Healthcare professionals and entrepreneurs can explore innovative solutions for period care that address the environmental impact of disposables, are affordable, and cater to diverse body types and needs.
