THINX is the world's first-ever leakproof period underwear. After meeting the brand’s badass taboo founder, I wanted to write a brand tagline that:
Acted as the beginning of a culture-moving manifesto
Would eliminate any question about what the product was for
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. The rejection spurred a wild mediastorm, the campaign eventually went live, and 35 publications later, an important conversation was finally being had. Almost a decade later, the tagline is still used as an overarching narrative and guiding ethos for the brand.
