Intimus (Kimberly-Clark menstrual hygiene brand called Kotex elsewhere) believes that, period or not, women can do whatever they want.

A study by Puma discovered that 1 in 2 girls quit sports upon their first period. The main reason isn't pain, it's shame. They fear someone could notice they're menstruating, and they dread the idea of leakages.

To help young girls to overcome shame with pride, Intimus created a unique and official sponsorship for professional athletes to inspire a new generation to keep on playing sports.

The goal was to embody Intimus' purpose of supporting women's progress against menstrual stigmas (brand signature is “Period or not, she can”). We aimed to enhance brand identification and reach, fostering emotional connections with our target. We pursued buzz, facilitated open discussions about periods, and built emotional ties with our audience. Fortunately, our results demonstrate success in achieving these objectives.

We pioneered the first sponsorship only for athletes competing during their periods to challenge the shame that makes girls quit sports when they start menstruating.

We stamped a menstrual pad around our sponsored athletes’ names on their jerseys not only to symbolize they were playing while menstruating, but also proudly doing so.

Our key-message was simple: "If you feel well during your period, without pain, don't let shame take over: proudly play".

The sponsorship changes every game, according to the athletes’ cycles. Thus, we reinforce the brand signature (Period or not, she can) and how true the idea is, and also generate more buzz around it every week, turning our sponsorship into a virtuous cycle of brand message amplification.

Until now, we're proudly and officially sponsoring periods in volleyball, football, artistic gymnastics, judo, basketball, and skateboarding. Our athletes/influencers team keeps the conversation going all over social media and TV shows.

Our audience was people entering their menstrual cycles, so we began with a deep data analysis to uncover how these girls engage with sports.

Identifying the most relevant sports for them and cross-referencing data on interest and social media content led us to select the right athletes.

Our key-message was simple and rooted on the brand’s signature (Period or not, she can): if you are feeling well, without pain, always enter the court.

Instead of girls talking to girls in private about periods and how society turns them against women, we made a statement on national TV: this is everybody’s problem. After all, the reason girls feel embarrassed to be on their periods isn’t other girls.

Marking only a few jerseys was strategic: to spark even more conversations, we decided to appear "less".

The sponsorship was complemented by posts on social media and live broadcasts on TV and sports shows.

The first activation on volleyball was broadcasted live on TV during one of the most important volleyball matches of 2023. The team had one player on her period, Nyeme, so we had only one sponsored player in court. Instantly Twitter blew up with people questioning what was happening. When broadcasters revealed what the pad on Nyeme's jersey was, the conversation grew even bigger with massive support, but also outrage.

The first football broadcast happened during The Women’s Brasileiro 2023, the biggest football championship for women in the country of football. Another buzz wave, another outrage tsunami just because we spoke openly about periods. Haters didn't know, but they were just proving our point.

So we decided to go bigger. We extended our official sponsorship to professional athletes from other sports (even Olympic athletes!) which boosted our reach exponentially and took our message to millions of girls more.

426 MILLION IMPRESSIONS

BRAND MOST ASSOCIATED WITH COMBATING PERIOD STIGMA

FAVORITE MENSTRUAL HYGIENE BRAND AMONG GEN Z

INTIMUS' MOST SHARED SOCIAL CAMPAIGN. EVER.

+19% IN SALES

We made a great impact on our sponsored volleyball team junior athletes too: the absence in practice due to period shame dropped drastically.

The idea spontaneously became a teaching tool for physical education teachers around the country. Hundreds of parents shared their kids' struggles with sports and periods with the brand and used the idea to talk to their children.

We reached 338 thousand homes only with the product placement on the first volleyball game broadcasted with our sponsorship - and the reach went up to 35 million impacts with influencer content. Interactions around the topic accounted for 63% of all monthly brand mentions, including spontaneous endorsements from health and education professionals.

Sources: Media/Social Report KC and Kantar Insights, 2023 / Nielsen Retail Feb'24