I worked closely with strategy teams to create positioning statements, define our target, and write a manifesto that redefined the fem-care space. No, I’m not a mom. Maybe that’s why moms and non-moms alike responded so positively to this work.
I worked on this campaign for 3 years. It was tested, and retested, and tested again. Every time, the message and the positioning that I wrote and developed with my team never changed. It continued to resonate with moms and non-moms alike. It shouldn’t be revolutionary for fem-care brands to speak to moms, but it is. Women are used to seeing cartwheels and white jeans and beach days, but their reality is much different. It’s irregular cycles, leaks during the stuff they love, and a whole new meaning for heavy days. So we focused on experiences and activities moms could relate to, and as a result, we made all women feel seen.
I worked closely with strategy teams to create positioning statements, define our target, and write a manifesto that redefined the fem-care space. No, I’m not a mom. Maybe that’s why moms and non-moms alike responded so positively to this work.