THINX is the first-ever leakproof period underwear. It has magical powers. I wanted to write a brand line that would eliminate any question about what the product was for, and one that aligned with the provocative, girlpower nature of the brand. Turns out, it caused quite a media storm that sparked a new and important conversation around menstruation. 35 publications later the tagline has been extended across all channels, and is used as an overarching narrative and ethos anchor for the brand. Pretty cool.