Carefree wanted women to see pantiliners as more than just a period thing. To transform liners into a source of everyday freshness, we launched #FreshIsFierce — a rallying cry delivering doses of confidence to women throughout their day.
With Dan Powell (Inside Amy Schumer) as our trusted director, we kicked off the campaign and helped introduce the brand’s new attitude with an online spot featuring guys attempting to explain women’s daily beauty routines. Within a few months, the video garnered over 12.8 million views.
To show what fierceness in action looks like, my art director and I wrote and designed a series showcasing women being their fiercest selves.
We also created a series of cheeky, text-based mantras we called “One Liners."
To drive trial, we invited women to sign up for a sampling kit that included a week’s worth of liners along with seven daily dares designed to make any woman feel her fiercest.
All content was housed on our digital hub at FreshIsFierce.com.