Stayfree wanted to grow its mid-premium variants in a category-first way: by normalizing periods. As a brand that championed a healthy relationship between young girls & their periods, we wanted to ensure that not just pads & price, but even prejudice didn’t come in the way.

From a business perspective, we wanted to outperform the category leader, Whisper - in share, penetration & equity. From a brand point-of-view, we aimed to deliver an authentic, informed period discourse that triggered conversations & tangible action.

The path to this outcome lay in sharing product benefits while driving significant change.

To meaningfully activate its true purpose, Stayfree had to do two things effectively:

(1) Identify the key cultural tension that perpetuates period taboos and consistently break it down

(2) Drive access & interest for our access enabling variants in mid-premium – Stayfree Secure XL