Given the sensitive nature of the category, competitors often skirt the real issue of the stain with meaningless clichés and incongruous analogies. In an attempt to play safe, the stain has all but gotten lost. How do we rise above this seeming homogeneity of fuzzy messages, bring the discussion back to what’s at the core without becoming offensive?

Design a pleasing way to bring the discussion back to the real culprit; the stain. Watercolor themed illustrations subtly yet clearly bring to fore the fear surrounding menstruation, that last embarrassing stain. This approach moves far away from the clichés riddling the industry and at the same time gets the message of ensuring complete absorption across in an inoffensive, even pleasant manner.

This campaign has just been launched and due to its freshness, current results aren't comprehensive enough to justify its effectiveness yet.