Panties soak up pools and storms of blood in ads for Essity's Intimawear

Campaign from Mother London is first brand work for the DTC Intimawear range

Published On
May 17, 2022

Editor's Pick

Essity's first brand work for its new direct-to-consumer period underwear range, Intimawear, brings a sense of fun to the burgeoning category.

The company, whose products are marketed under the Libresse and Bodyform brands, launched Intimawear in January last year and subsequently appointed Mother London to handle the brief. It has created a series of ads that illustrate the absorbency of the underwear in fun scenarios. For example, in one film, a pair of panties dives into a pool and soaks up all the (red) water, leaving it empty. And in another, which features a nursing new mother, the underwear climbs a mountain, are soaked by a red rainstorm, but emerge clean. 




The campaign will run across several European and Latin American markets in digital and social channels.

“We wanted to make sure that Intimawear stood out from an increasingly crowded marketplace," said Tanja Grubner, global marketing & communications director, Feminine Care at Essity, in a statement. "We know that moving to a new product can feel like a high-risk move for many, which is why we honed in our decades-long experience when talking about this product innovation. Working with Mother we’ve been able to bring that all to life across hard-working formats that still have a sense of fun and inclusion built-in.”

Just last week, fellow period underwear brand Thinx debuted its own push, which consisted of cryptic out-of-home ads from Mischief reading "moist panties."


May 17, 2022
Client :
Agency :

Need a credit fix? Contact the Creativity Editors

Project Type