Fear Not. Modibodi launches new brand platform to dispel period fears via Fabric
Global Period underwear brand Modibodi® has partnered with Fabric to create a new brand platform that encourages women to ‘Fear Not’ their periods, or period underwear.
Modibodi is the original period underwear, driving innovation in the leakproof apparel category since 2013.
Their product range is designed to look and feel just like your favourite underwear, swimwear and activewear; but features patented built-in leak protection technology.
Created by Fabric (part of the TBWA\Sydney Group), the new brand direction aims to position Modibodi as an aspirational lifestyle brand, designed to drive mass appeal amongst their next wave of customers. First expressed through communications, it will inform the next chapter of Modibodi’s product innovation, distribution, and brand experience.
The new ‘Fear Not’ platform challenges the category conventions in menstrual health – a space increasingly dominated by a painfully serious tone. Modibodi instead is embracing irreverent fun, celebrating moments where women can take life and periods less seriously.
Crafted for Gen Z audiences and Alpha audiences, the new direction recognises this cohort is environmentally engaged yet seduced by the new and now – not only in fashion, but in life experiences. The campaign scenarios seek to rewrite the narrative around fear of leaking, to provide reassurance that no matter your style or lifestyle choices, Modibodi offers comfort and a little extra confidence to help you go after whatever you want.
Says Keenan Motto, co-founder and creative partner of Fabric: “We wanted to portray women with the contagious confidence they get from wearing Modibodi with a fearless attitude. In this launch campaign, we land the spirit of ‘Fear Not’ by showing how Modibodi helps you overcome the most fear-stricken period situations, while tackling head on the barrier to product purchase for this generation. Whether it’s fear of wearing white, leaking on sheets, being active or having VPLs; Modibodi is here to keep you safe from leaks so you can get back to living fearlessly.”
Says Justine Cusack, marketing director of Modibodi: “Today Modibodi exists in a significantly evolved cultural and category context from the one we disrupted a decade ago. Period underwear has seen widescale adoption and our evolved position reflects our vision for the future, which stretches beyond functional hygiene. We are excited to portray women rewriting universally experienced moments in a way that matches the sense of confidence our product brings to our customers” The campaign launched on May 6th in Australia and in the UK and will come to life across OOH, OLV, paid social, influencer and brand partner collaborations.
Client: Modibodi
Executive Director: Kerry Cusack
Marketing Director: Justine Cusack
Head of Creative Content: Sarah Walters
Brand Manager: Caitlin Lilley
Social Lead: Aimee Chappell
Brand Coordinator: Courtney Spicer
Creative agency: Fabric – Part of the TBWA\Sydney Group
Senior Strategist: Renata Yannoulis
Creative Directors: Madelin Fuller and Archie Murugaser
Creative Partner: Keenan Motto
Managing Partner: Gemma Rees
Business Director: Lauren Black
Photographer: Simon Lekias
26 Comments
A proper smart strategic platform for Modibodi –
Congrats Fabric
Straight to the point and product benefit. Smart brand platform that will have true longevity.
This strikes the right balance of confidence and product demo without trying to be worthy or try hard. Nice one.
Seems to be non existent… disappointing
Really confused by the period undies over the blue tights situation
What is this, an ad for ozempic?
Ex-employee vibes
So refreshing to see a period undies brand look more ‘fashion’, and less ‘function’. Well done Fabric and team.
Just what this category needs, a strong shake-up!
What did you think of the actual campaign, though?
Some lovely use of language in the lines. Yet no copywriter in the credits?
Can people please refrain from commenting on our (womens) bodies? We are sick of it. ENOUGH!
Love this work. Smart and fun. Refreshing for a category that feels very same-same.
As a woman I think it’s fair to comment on a campaign that doesn’t represent so many of us!
Although it’s trying achingly hard to be hip, I actually find this approach incredibly dated. How is it elementally different in strategy or execution to the women riding horses in white swimsuits of the 1980’s? “Ladies…You can do whatever you want… wear whatever you want… you’ll feel so AMAZING and ENERGETIC… but also you should FEAR YOUR PERIOD. “
So much of the language you have felt so compelled to use here shows how obviously you don’t fit into the target demo. Move along plz. We aren’t here for you.
Agree this is a fresh and bold spin on a topic that’s felt repetitive for a while, but not a fan of the lack of body shape & size! If representing real women living embracing life, we need to see more representation
Would be fascinated to know what you think the new strategy for this product should be.
Do tell.
Periodsomnia, wombstories. These are the kinds of ideas that win in this space. Not this dated bs. Strategy/creative is falling short here.
Love that this has actually sparked a conversation. Isn’t that what great advertising does. Well done Fabric and Modi. Looks so great.
When the conversation sparked is yet again about lack of representation, maybe not that great…
Comments in the campaign brief section isn’t really ‘sparking conversation’. Keep your head screwed on.
I’m pretty bored of the conversation always being around how women should be represented, ‘great’ advertising should be doing that work so that we don’t have to.
If you’re a dude commenting on this … why??? This is neither the time nor the place to be offering a creative opinion. Just walk away quietly, fella.
I’m a critical, advertising-adjacent professional person and woman who uses these products. And this is excellent. The lines are great. Well done. Looks good but also speaks to the intended audience and customer.
Execution: 8
Idea: 6
Strategy: 3
Must we keep the same rhetoric from years ago. Are women still fearful of wearing white? This woman says nah.