About This Project
Summary
Thinx recently announced that its products would feature its LeakSafe Barrier, which offers all-day leak protection for up to 12 hours. “12-Hour Period Road Trip” was shot over one day, starring comedians Natasha Leggero and X Mayo venturing through Southern California with genuine jokes, antics, and stories ad-libbed between them, while both women were on their periods—it’s exactly the kind of nonsense fun that would typify a real road trip.
Goals & Objectives
Thinx has prioritized empowering consumers through information and products that make them feel comfortable and protected. Sara Plotkin, director of brand and creative at Thinx, told MM+M that Leggero’s brash comic persona aligns with the brand’s values of being unafraid and honest about periods.
Results & Impact
Like many other women’s health companies, the campaign is another example of using humor & blunt relatability to destigmatize health conditions like menstruation. Plotkin also said boosting awareness for the reusable underwear category is another priority given the brand’s position in the market.
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