DivaCup®, the leading brand in menstrual cups, recently partnered with Canadian pop singer Ralph to launch a playlist for periods. The new campaign is dubbed 'FREEDOM. PERIOD.' was created with the intention to celebrate the freedom and potency of the female body.
"I believe in freedom. Freedom to play, freedom to bleed, freedom to choose, and the freedom to make music, spread joy and perform. I hope this playlist helps people who menstruate feel all those things, because blood is power, and we are all so powerful," said Ralph about creating the playlist.
The campaign is a first for DivaCup, which is overhauling its 20+-year-old brand to reflect the brand’s new identity as the go-to menstrual cup trusted by women.
Branded Period Playlists
DivaCup Partners with Ralph to Curate a Playlist for Periods
Trend Themes
1. Branded Playlist Partnerships - Opportunity for brands to partner with musicians and curate playlists centered around a theme or message.
2. Period Empowerment Campaigns - Campaigns that celebrate the female body and menstrual cycle, promoting empowerment and breaking the stigma around menstruation.
3. Rebranding for Feminine Hygiene Products - Opportunities for established feminine hygiene brands to modernize their branding and messaging to better resonate with millennial and Gen Z consumers.
Industry Implications
1. Feminine Hygiene - Feminine hygiene companies can explore partnerships with musicians and create campaigns that celebrate periods, breaking the taboo around the menstrual cycle.
2. Music - Musicians can collaborate with brands to create playlists and campaigns centered around themes that resonate with their audience.
3. Marketing and Advertising - Marketing agencies can help feminine hygiene companies rebrand to appeal to a younger, more modern audience.