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U by Kotex is on a mission to normalize periods, led by the belief that nothing should get in the way of a woman’s progress, especially not her period or the negative perceptions around it. And "Let’s Have Period Sex" chocolate was the brand’s latest effort towards erasing stigmas by turning attention to one taboo topic that is particularly relevant for Valentine’s Day.
Knowing that chocolate is culturally considered one of the most satisfying treats – studies show it can even alleviate menstrual cramps (which also happens to be a perk of period sex) – we set out to normalize the topic on the most romantic day of the year. We partnered with Phasy, a woman-owned brand dedicated to creating functional foods that support a woman through her cycle, to create the U by Kotex Let’s Have Period Sex heart-shaped box of chocolates.
While there was no formal brief for this assignment, we proactively brought the brand the “Period Sex” idea as it beautifully:
Broke through on a highly relevant cultural moment to yield brand love.
Laddered up to U by Kotex’s mission of slaying taboo around the topic of periods.
Gave consumers an opportunity to engage with the brand via a very-real solution to a very-real problem.
The campaign successfully helped us normalize the period sex conversation: resulting in 100% positive or neutral coverage, surpassing our goal of impressions by 20%, and amassing over 20M TikTok Views across posts, and almost 100% of the coverage included at least two of the brand’s key messages.
