Popping up around major cities in the U.S. are mysterious posters emblazoned with two of the most annoying words on the planet: “moist panties.”
Turns out, if you go to the url listed in the ads, you’ll discover that they’re promoting the exact opposite of what they describe, as it’s all part of a campaign for Thinx period underwear.
The campaign, created with Mischief @ No Fixed Address, promotes the brand and its newly expanded line of underwear. Thinx’s collection of bikinis, boy shorts, briefs and more allow women to address their monthly flow without the use of additional sanitary products and now includes a broadened “air” product line of ultra-thin, micro mesh underwear.
The new push stems from a national survey commissioned by Thinx that asked women about what they wanted when it comes to period care. Not surprisingly, an overwhelming majority (90%) said comfort was a key feature, but nearly a quarter (24%) found it difficult to find comfortable products. Half (50%) also reported sustainability was important to them, but more than a third (36%) found it hard to find reusable period products. Though perhaps unnecessary, Thinx also polled women on how they felt about the words “moist” and “panties” and the majority too, found them cringeworthy (66% and 52%, respectively).
“Thinx is deeply committed to addressing taboo topics, to drive conversations that normalize the way our bodies work and are authentic to our customers' real-life experiences,” said Crystal Zerrenner, Thinx chief growth officer, in a statement. “Moist panties at any time—on your period and off—is an everyday reality. We are proud to launch another bold program that shines a light on the natural moisture women experience everyday and offer sustainable solutions to keep them fresh and dry. After all, thanks to Thinx moisture-wicking period underwear, ‘moist panties’ no longer exist.”
The campaign is the latest bold idea from Thinx, which is known for its statement-making ads, such as a film created out of BBDO that imagined if men had periods.
Mischief ECD Bianca Guimaraes, who had been a creative on that campaign as well, noted, “Thinx has a long history of shifting perspective when it comes to topics society still labels taboo. We wanted to normalize something that is happening to people every single second of every single day, yet still doesn’t get talked about—largely because we cringe hard when we hear these two words. Moist panties happen. But moist panties don’t have to happen with Thinx.”
The campaign is running in major markets including Atlanta, Denver, Austin, Boston and New York City. Formats include out of home, social media, TikTok, YouTube and OTT. According the Mischief, the video ad was rejected from running on traditional broadcast.