By breaking the category convention of making periods something women feel vulnerable about or empowered by, this campaign shot the brand from third place to outright market leader in less than two years.

By treating periods for what they are; a normal, healthy part of life that doesn’t hold you back, this campaign used a pragmatic, straight-talking tone of voice to strike a chord with young Australian women.

The campaign featured a film with a series of real women achieving amazing things, period or not, and was supported by online videos, digital content and targeted out of home executions.

After successfully launching in Australia, this creative platform has since been adapted in a range of diverse markets across the globe.