Our PMS Truck became the centerpiece of our three-city Fearless Bleeding Tour by upholding our philosophy of transforming the taboo, intimidating, or mundane into something approachable, dynamic, and wonderfully weird. We knew we had to create an immersive experience that would make our brand accessible to new audiences while allowing us to test our provocative tone and subject matter in more conservative demographics. The PMS Truck, was a moving marketing campaign that reinvented a banal, intimidating environment—the doctor’s office—as a space for education and entertainment. Our mission at THINX is to empower every body* through innovative solutions and social change, and the PMS Truck retail approach transformed the way people think about their periods and their relationship with the menstrual hygiene industry. To determine our target cities and audience, we used Whole Foods store locations as a proxy for more liberal cities with high household income potential.

We immersed our community in the THINX experience: hands-on product education/demonstrations within a one-of-a-kind environment complete with branded takeaways that both underscored our company message and social mission. Inspired by an emergency medical service (EMS) truck, our roving retail environment reimagined a conventional doctor’s office with a branded slant: Period-friendly intake surveys, prescription pads, vagina-proud anatomy posters, medical models, take-home pamphlets, period specialist uniforms, and academic credentials (from THINX University, of course) helped create an environment that felt unexpectedly familiar and decidedly fresh. A selection of feminist ‘zines in the period specialist waiting area, along with surreal objects thoughtfully placed throughout the truck. “Period specialists" (members of our customer experience team) took appointments from people who wanted advice on how to manage their periods. Working with Visibility Studio, our THINX team outfitted the truck as a concept store, showroom, and educational space, all held within a very limited footprint.

Our goal for this tour was to increase brand awareness and traffic to our website. Accordingly, our targets were tied to site traffic. We were able to increase new users to our website from the three cities we visited by 90% during and after the tour. THINX has been supported by early adopters on both coasts for a long time, but our goal to reach new cities was catapulted to the next level thanks to this tour. In doing so, we refined our functional messaging, which has become the cornerstone of our bigger brand efforts for this coming year. Our insight will help us further penetrate these markets and create campaigns that resonate with more traditional, conservative audiences. Between the PMS Truck, out-of-home campaigns, and live events, we took up physical space and brought awareness to our brand and the inadequacies of conventional menstrual hygiene products.