THINX is the world's first-ever leakproof period underwear. It has magical powers. I wanted to write a brand line that acted almost as a manifesto, would eliminate any question about what the product was for, and take on the evocative, girlpower nature of the brand.
Using the word "period" in the tagline caused quite the ruckus when the MTA initially refused THINX's massive NY subway buy because of it. WTF, right? The campaign eventually went live, and 35 publications later, an important conversation was finally being had. The tagline is currently used as an overarching narrative and ethos for the brand. Pretty cool.
