THINX Launched the New 'MENstruation' Campaign by BBDO New York
Grace Mahas — October 9, 2019 — Social Good
THINX, the "period-proof underwear" brand is known for its inclusive marketing, and recently went a step further with its new 'MENstruation' campaign. The commercial sets place in a dystopian world where both men and women get their periods. This shift leads to a more open discourse around the idea of menstruation, a world where anyone can ask anyone for tampons and pads.
The MENstruation commercial has a variety of scenes including a son asking his father about getting his first period, a man checks to make sure he isn't leaking through his pants at a bar, a man passes another man a tampon under the stall, and lastly a boy tells a girl mid-kiss that he has his period, in which she replies she does as well. The campaign ends by saying: "if we all had them, maybe we'd be more comfortable with them." The call to action from THINX is to challenge the norms in the societal dialogue surround mentrastaion.
The MENstruation commercial has a variety of scenes including a son asking his father about getting his first period, a man checks to make sure he isn't leaking through his pants at a bar, a man passes another man a tampon under the stall, and lastly a boy tells a girl mid-kiss that he has his period, in which she replies she does as well. The campaign ends by saying: "if we all had them, maybe we'd be more comfortable with them." The call to action from THINX is to challenge the norms in the societal dialogue surround mentrastaion.
Trend Themes
1. Inclusive Marketing - The 'MENstruation' campaign by THINX showcases the potential for inclusive marketing strategies that challenge societal norms and promote open discourse.
2. Period-proof Underwear - THINX's 'MENstruation' campaign highlights the disruptive innovation potential in the period-proof underwear industry.
3. Breaking Gender Taboos - The dystopian period underwear ads from THINX provide an opportunity to disrupt traditional gender taboos and foster a more inclusive society.
Industry Implications
1. Feminine Hygiene - The 'MENstruation' campaign by THINX presents a disruptive innovation opportunity in the feminine hygiene industry by challenging societal norms and promoting gender inclusivity.
2. Advertising - The dystopian period underwear ads from THINX demonstrate the potential for disruptive innovation in the advertising industry through the use of provocative campaigns that challenge traditional narratives.
3. Fashion - THINX's 'MENstruation' campaign opens up possibilities for disruptive innovation in the fashion industry by promoting functional and inclusive attire for menstruating individuals.
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