In cased you missed it, we’re into periods lately. It’s one of the most taboo things in the world yet a huge part of life for half the people on this planet. We’re doing our part to eliminate the stigma around the subject (along with our parent company, Column Five, whose #PeopleForPeriods interactive is a must-read), and we love to see brands doing the same. That’s why we have a major crush on Thinx, maker of period-proof underwear.
If you are a human with a period, you might just lose your mind over Thinx ads—in the best way possible. Their brand is all about bringing periods into the modern era, and their marketing is an obvious “F you” to the traditional tropes of tampon commercials. From their brand identity, to their print ads, to the blatant use of the word “period,” there is no coded language, no “summer fresh” pink, nobody horseback riding, and no creepy blue liquid poured on an absorbent pad. It’s just straight, in-your-face, let-handle-this-and-move-on messaging.
Really, it’s menstruation marketing like nothing else. If anything, their ads look more installations from your older sister’s art school project. Groovy earth tones, stylized photos, provocative images, and irreverent language reflect everything that goes through your mind through those frustrating few days.
Their mission is to make periods easier for everyone who menstruates, evident in their array of diverse models. (Shoutout to that!) But the company is taking inclusiveness to the next level, recently debuting an edgy and provocative ad made all the more buzzworthy because it features a trans man.
“Trans inclusion is something that has been on our radar since the iteration of our Boyshort, which was specifically designed with the trans male menstruating community in mind,” said Thinx co-founder and CEO Miki Agrawal, in a statement.
The 10-feet-tall ad, which debuted in New York’s Union Square Station, raised eyebrows most certainly—and the company’s street cred when it comes to master marketing. If they’re truly dedicated to completely revolutionizing the way we deal with periods—and see them portrayed in the media—they pretty much changed the game with this one ad.
To see more, check out this short spot featuring a straight-up bag of blood—gasp!—and a “day in the life” of an average menstruating human.