Creative Execution

With this in mind, the team started to create demos of extreme movement that would really put the sanitary pad to a test. To show ultimate movement, the team thought of using two dogs as talent. The specific breed chosen for the project was the Bichon Frise for their fluffy white fur and playful disposition.The pads were attached on the dog’s backs via straps. Two cups of blue liquid were poured on the pad, before the dogs were let loose to play around the room. This showcased the ability of the napkin to absorb the liquid soon after the liquid was poured; much unlike the other pad that was featured.

This demo was effective in cutting through the noise of the usual sanitary pad commercials. This material resulted in an amazing 12.41% engagement rate with our target market. That’s 400% greater than the industry average of 3%. Based also on the feedback on the material, the teens of today were truly convinced of the product’s superiority sharing comments like, “best napkin commercial ever!” and “i will buy and use it for real!” Thus proving that we were able to cut through the noise and convince them of the brand’s superiority.

Every teen girl feels disabled at the height of their period— making their movement limited out of fear of possible leakage. It has been proven that Modess is the more superior brand in live demonstrations in-store. However, it was established that not all teens are in-store, but are in fact, online. The challenge of the brand was to creatively demonstrate the solution in a way that is both interesting, factual and easy to understand. An additional challenge the agency took on, was to make sure that the solution cuts through the noise of the usual sanitary pad demonstrations.