Carefree "Fresh is Fierce"

Positioning pantiliners as beauty products that make you feel fierce.

Carefree is the product that gets tucked under the sink next to the plunger and the emory boards. We wanted women to think about it more often than a few days a month. So we redefined the category. 
“Fresh is Fierce” challenges ideas of what it means to wear a pantyliner and why you shouldn’t care if it falls out of your bag at a restaurant. Last generation, Carefree helped avoid embarrassment. Today, it’s about feeling unabashedly fierce. Every. Single. Damn. Day.
2.9M video views; Campaign hit goals in less than a month
Men React 
A kickoff video schooled mansplainers on what women really go through to feel confident.
Landing Page
Fierce content on our Tumblr "party page" equated Carefree Pantiliners with the emotion of feeling fresh and daring. 
Sign Up Page
We offered visitors a "7 Days of Fierce" sample box with a week’s worth of liners accompanied by confidence-boosting mini-dares to take on each day. To make wearing liners part of their daily routine, we designed the box to fit in women's underwear drawers.
The entire experience was optimized for mobile.
Get Your Box
We promoted the sample kit with a stop-motion animation that revealed the contents.
Daily Dare
Here's a sample of a mini-dare to help women feel fierce.
One Liners
The "Fresh Is Fierce" mantra was reinforced by bad ass lines that celebrated the modern woman.
Social content reinforced the confident feeling Carefree provides with real women being all awesome.

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