Leak-proof apparel brand Modibodi will partner with music festival Splendour in the Grass, in a deal created by Publicis Sport and Entertainment and with campaign strategy by Zenith.
Modibodi will have a pop-up private luxury bathroom at the three-day festival (July 21 -23) that festival goers can access by signing up to a VIP door list or purchasing product from Modibodi’s pop-up store.
Limited edition Modibodi badges will provide access to the bathroom, which will allow consumers to skip the queues at the public toilets and use the deluxe facilities.
The campaign aims to showcase Modibodi’s leak-proof credentials in an environment where consumers need it most – a multi-day music festival. The strategy seeks to challenge scepticism about the reusable period care category and the general product’s effectiveness in the 18-25-year-old category, who tend to be more self-conscious about bleeding and the potential for leaks, and who make up the majority of festival attendees.
Liana Lorenzato, Modibodi chief marketing officer, said Modibodi understands that life doesn’t stop on your period.
“Our onsite pop-up store will have a select range of our best-selling period-proof collections as well as our newly released ModiBasics range available for purchase, so festivalgoers can shop and enjoy Splendour the way it was meant to be enjoyed – leak-free!" Lorenzato said.
“As part of the pop-up shop, we will have our ‘Life-Changing Loos’ available to everyone who purchases any Modibodi product during the festival, so they can feel comfortable to party on their period, leak-free throughout the weekend.”
Sarah Heitkamp, Zenith co-national head of strategy and planning, said while everyone talks about the acts, the dancing, and the fun they’ve had after a festival, the experience can easily be dampened by being on your period.
“With the challenge of finding a comfortable loo and the constant fear of leaking through your pad or tampon (especially when you’ve secured the best spot in the front row of your favourite act), it can be a stressful time; particularly for young women, who are much more likely to be self-conscious about period stains than any other age group," Heitkamp said.
“Modibodi’s partnership with Splendour combats this head-on, offering a leak-proof solution, plus access to VIP toilets – ensuring the audience have peace of mind when they need it most, without missing a moment of the weekend.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.