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Thinx: One Giant Leap For Menstruators
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It used to be that mothers taught their daughters how to use period products. Now, the tables have turned. In two new videos for the groundbreaking period care product Thinx, purpose-driven agency OBERLAND challenges the dated binary choice of tampons vs. pads and introduces a new, better solution. The campaign, built on the tagline “How a New Generation Thinx,” appears across the entire Thinx portfolio, an approach that is a first for the brand. It launches with two spots - the first, “Saved by Sister,” supports Thinx Teens,™ the new teens line of reusable and sustainable period underwear with built-in leak protection. The second portfolio spot , “Moon Landing,” captures the sense of awe and frustration on the face of a woman when she learns how the marvels of modern technology have finally delivered period-havers from the hassle of dealing with existing period protection products. Both spots are delivered in a comically candid style meant to stand out from the clutter of traditional period care products and resonate with people who are eager for a new solution.
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