Carefree has always been a product of concealment. Hidden under the sink. Tucked away in the bottom of your bag. Used to avoid embarrassment. The brand needed to come into the light.
“Fresh is Fierce” challenges ideas of what it means to wear a pantyliner. It’s not about hiding or embarrassment. It’s about feeling fresh for you and you alone. Just one more ordinary routine to put you on top. Because when you feel your best, you are at your fiercest.
2.9M video views; Campaign hit goals in less than a month