INTIMUS * TODA RENOVADA *
INTIMUS * TODA RENOVADA *
To fight back advancing competitors, Intimus launched a new line of pads, Toda Renovada, answering a relevant demand space in Brazil: feeling “clean” and fresh. But how can we advertise the product’s main benefit — freshness & odor neutralization — without reinforcing menstrual stigmas that Intimus is committed to ending?
Challenge
Odor discomfort doesn’t come from menstruation blood itself but from not having the right protection — this is known and already discussed online. When you don’t trust your pad, you become paranoid about your menstruation, even checking and changing it more often than necessary just to regain a sense of security.
Insight
Instead of reinforcing the paranoia, we focused on the sensation people seek with such behavior: feeling assured. We presented the new Intimus Toda Renovada stating that it “feels like a fresh pad all the time” and questioning yourself is a thing of the past.