Period underwear brand Modibodi has partnered with Fabric (part of the TBWA\Sydney Group) to create a brand platform that encourages women to Fear Not.
Modibodi's product range is designed to look and feel like underwear, swimwear and activewear; but has patented built-in leak protection technology.
The brand direction aims to position Modibodi as an aspirational lifestyle brand, to drive mass appeal among its next wave of customers.
The Fear Not platform challenges the category conventions in menstrual health by embracing irreverent fun, celebrating moments where women can take life and periods less seriously.
Crafted for Gen Z audiences and Alpha audiences, the new direction recognises this cohort is environmentally engaged yet seduced by the new and now, not only in fashion, but in life experiences.
Fabric co-founder and creative partner Keenan Motto said the agency wanted to portray women with the contagious confidence they get from wearing Modibodi with a fearless attitude.
"In this launch campaign, we land the spirit of ‘Fear Not’ by showing how Modibodi helps you overcome the most fear-stricken period situations, while tackling head on the barrier to product purchase for this generation," Motto said
"Whether it's fear of wearing white, leaking on sheets, being active or having VPLs; Modibodi is here to keep you safe from leaks so you can get back to living fearlessly.”
Modibodi marketing director Justine Cusack said Modibodi today exists in a significantly evolved cultural and category context from the one it disrupted a decade ago.
"Period underwear has seen widescale adoption and our evolved position reflects our vision for the future, which stretches beyond functional hygiene," Cusack said.
"We are excited to portray women rewriting universally experienced moments in a way that matches the sense of confidence our product brings to our customers."
The campaign launched on May 6 in Australia and in the UK and will come to life across OOH, OLV, paid social, influencer and brand partner collaborations.
Credits:
Client: Modibodi
Executive Director: Kerry Cusack
Marketing Director: Justine Cusack
Head of Creative Content: Sarah Walters
Brand Manager: Caitlin Lilley
Social Lead: Aimee Chappell
Brand Coordinator: Courtney Spicer
Creative agency: Fabric – Part of the TBWA\Sydney Group
Senior Strategist: Renata Yannoulis
Creative Directors: Madelin Fuller and Archie Murugaser
Creative Partner: Keenan Motto
Managing Partner: Gemma Rees
Business Director: Lauren Black
Photographer: Simon Lekias E
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