Fresh is Fierce
Reimagining pantyliners as an everyday beauty product.
Get fierce.
Film | Banners | Social | Partnerships | Packaging
Carefree wanted to sell more pantyliners by increasing the frequency of use among its customers. But most women who use pantyliners don’t think about them until they need them.
We thought: Let’s stop talking about pantyliners as period products and start promoting them as part of your everyday beauty routine — offering a fresh feeling that makes you feel fierce.
We kicked things off with a video (directed by Inside Amy Schumer co-creator Dan Powell), that shows guys trying to explain women's beauty routines.
We challenged fans and influencers to try liners for seven days and tell us what they thought. We designed sample packs to look like beauty product packaging and offered them on Carefree.com.
Fierce one-liners offered daily doses of DGAF confidence on social media.