THINX
The first-ever line of period-proof underwear to lead the pack, and the only ones at the time that had the ovaries to actually say the word “period" in their marketing (eyeroll). The MTA initially rejected their mega NYC subway ad buy because the campaign centered this word, which caused the perfect media storm in favor of the taboo-smashing company that knew exactly how to leverage the press—by taking over the entire city with the controversial ads.
Tagline
Approach
A tagline-turned-brand-manifesto disrupted period culture through an honest, unexpected depiction of this everyday bodily function that 50% of the population experiences. We introduced an entirely new category simply by saying it like it is, and boldly going where no period brand had gone before...
THE MTA SAID "NAY"
THE WORLD SAID "YAY"
