merit
Imagine the two coolest women you know. Now, imagine them dressed to the nines…and chatting about their vaginal odor. Do you think they’re less cool? Probably not. Do you think vaginal odor is a little less taboo? If your answer is no, then you understand the thinking behind this TV spot.
Bonafide Health wanted to put more media oomph behind Clairvee, a probiotic supplement that helps with recurring vaginal odor, discharge, and discomfort. Their product was super effective and beloved by users, but the topic of vaginal odor has historically been dismissed, ignored, and stigmatized. How could this round of TV and social creative normalize vaginal odor and teach women that there’s something they can do about it?
We lifted the shame from vaginal odor and discharge by making a fun, conversational spot, where two glamorous friends speak (and smell) candidly about their experience. By placing the product within a woman-to-woman conversation we built trust with the viewer. And by positioning those women as fun, glamorous, and real, we normalized the conversation around vaginal odor and vaginal odor solutions like Clairvee.
The result was a major spike in search, clicks, and orders, directly attributed to TV. The week this commercial launched, Clairvee saw a 403% increase in search, and an 84% increase in new customers.
