Summer in KSA is intolerably hot. Temperatures can rise to 50C /114F. It’s uncomfortable for everyone, so most aspects of Saudi life such as ACs, cars, and infrastructure, have been designed to cope with these temperatures. One segment of the population has been overlooked; women, specifically women on their period, who are dealing with this heat in addition to rising body temperature, suffocating pads, and dark layers of clothes, making summers unbearable for them.

Our brief was to communicate the benefits and drive trial of the Always Cool&Dry pad, the first pad in the region designed with a heat repellent technology. While this was a much-needed innovation, the challenge was to launch this new product, with the hype it deserved in a region where

periods and women’s bodies are still taboo, and any conversation surrounding them happens behind closed doors.

We looked beyond the product story and saw an opportunity to solve a hyper local problem: women dealing with the scorching summer heat while on their period. The fabric of the pad cools a part of women’s bodies, what if the same fabric could cool all their bodies? What if we reimagined how women on their periods deal with the Saudi heat?

We created the ultimate solution for women to not be hot on their periods: the“Not Hot Periodwear”, the first ever designer Periodwear inspired by and made from the same material as the Cool&Dry pad. Periodwear is not only clothes, it also includes accessories such as branded car seat covers, driving gloves, and biking shorts so women can brave the heat in style. Every item defied taboos, by being a bold, visible and a colorful demo of the Cool&Dry pad.

Saudi GenZ women represent 13% of the population. Even to this generation, periods are taboo and pads cramp their style. Because appearances are key and fashion is their means to creative expression, we wanted to make a statement, a fashionable one.

To appeal to them, we thought of a solution to help them beat the heat in style. We collaborated with Saudi’s most progressive fashion designer, Nasiba Hafiz, to create an entire line of clothing inspired by the pad, using fabric with mini perforations similar to those on the pad’s topsheet, to wick away moisture and heat; and we called it the Not Hot Periodwear. Colorful, functional, and bold, every item a demo of the pad and a testament that women’s wellbeing should not be overlooked. We solved a hyper local problem and fired up an entire generation to fashionably embrace their period instead of dealing with it in hiding.

We treated this exactly like any other hype brand would to launch its summer collection. On August 31st, at the peak of Saudi summer, we started a digital teaser campaign on Instagram, TikTok, and Snapchat. A week later, we announced the Always x Nasiba Hafiz collaboration on our brand owned channels and the designer’s channels. 7 days later, Periodwear dropped online along with a fashion film featuring 4 well-known Saudi influencers.

We spread the word on the collaboration on all social channels of the 4 main influencers, Always, and Nasiba Hafiz. Other influencers joined in, and their combined reach of tens of millions helped us set GenZ on fire. Every touchpoint led not only to the collection, but most importantly, to the product.

The collection and the Cool&Dry packs were also available in pop-up stores across Jeddah allowing women to experience the benefits of both the pad and clothes first-hand.

During the period August 31 to October 31, 2022, the below results were recorded:

• 18 million Gen Z reached

• 32.4 million views

• 100% positive sentiment

• 75.5% Gen Z awareness

• +5.9% increase in perception as a brand that increases girls’ confidence

• +80% purchase intent

• 111 times faster growth in sales

With the Not Hot Collection, we not only created a fashion statement, but we also fired up an entire generation to fashionably embrace their period instead of hiding it.