Modibodi has partnered with TBWA Group’s Fabric to create a new brand platform that encourages women to ‘Fear Not’ their periods, or period underwear.
Modibodi’s product range is designed to look and feel like your favourite underwear, swimwear and activewear, but features patented build-in leak protection technology.
Created by Fabric, the new brand direction aims to position Modibodi as an aspirational lifestyle brand, designed to drive mass appeal amongst its next wave of customers. First expressed through communications, it will inform the next chapter of Modibodi’s product innovation, distribution, and brand experience.
Crafted for Gen Z audiences and Alpha audiences, the new direction recognises this cohort is environmentally engaged yet seduced by the new and now – not only in fashion, but in life experiences.
Keenan Motto, co-founder and creative partner of Fabric, said: “We wanted to portray women with the contagious confidence they get from wearing Modibodi with a fearless attitude.
“In this launch campaign, we land the spirit of ‘Fear Not’ by showing how Modibodi helps you overcome the most fear-stricken period situations, while tackling head on the barrier to product purchase for this generation. Whether it’s fear of wearing white, leaking on sheets, being active or having VPLs; Modibodi is here to keep you safe from leaks so you can get back to living fearlessly.”
Justine Cusack, marketing director of Modibodi, added: “Today, Modibodi exists in a significantly evolved cultural and category context from the one we disrupted.
“Period underwear has seen widescale adoption and our evolved position reflects our vision for the future, which stretches beyond functional hygiene. We are excited to portray women rewriting universally experienced moments in a way that matches the sense of confidence our product brings to our customers.”
The campaign launched on 6 May in Australia and the UK, and will roll out across rail and transit OOH, BVOD, paid social, influencer, and brand partner collaborations.
Credits:
Client: Modibodi
Executive Director: Kerry Cusack
Marketing Director: Justine Cusack
Head of Creative Content: Sarah Walters
Brand Manager: Caitlin Lilley
Social Lead: Aimee Chappell
Brand Coordinator: Courtney Spicer
Creative agency: Fabric – part of the TBWA/Sydney Group
Senior Strategist: Renata Yannoulis
Creative Directors: Madelin Fuller and Archie Murugaser
Creative Partner: Keenan Motto
Managing Partner: Gemma Rees
Business Director: Lauren Black
Photographer: Simon Lekias