Menstrual underwear brand Thinx is pushing the taboo out of marketing a new range of superabsorbent pants after buying the damp panties.com URL.
A daring play saw the brand rescue two of the most visceral words in the English language from web domain purgatory. television.
A campaign to break taboos that pushes the boundaries of public dignity and etiquette is breaking down language barriers by bringing disgusting phrases from the internet’s darkest hell into the cold light of day.
The lightweight campaign conceived by Mischief @ No Fixed Address promotes the benefits of breathable micromesh clothing with a message that cannot be ignored.
Bianca Guimaraes, Partner and Executive Creative Director at Mischief, who led Thinx’s award-winning MENstruation campaign, said: We wanted to get people to normalize what’s happening every second of every day, but it’s still not talked about. Mainly because when I hear these two words, I flinch. Wet panties happen. But wet panties don’t have to happen on the Thinx.”
Crystal Zerrenner, Chief Growth Officer at Thinx, added: We’re proud to launch yet another bold program that shines light on the natural moisture women experience every day and provides sustainable solutions to keep them fresh and dry. She eventually said that ‘moist panties’ don’t exist anymore thanks to the hygroscopic and quick-drying underwear from Things,” she said.
The campaign began with a survey that 66% of Americans were reluctant to use the word ‘wet’ and more than half (52%) were uncomfortable with the word ‘panties’, so Thinx ties the two together for optimal effectiveness.
This approach contrasts with a completely subdued campaign last year that focused on ASMR sound to sell leak-proof underwear.