Friday, 05 August 2016

Myriad PR is helping Bodyform to break category taboos by securing national coverage for its new advert, which sets out to change the way women perceive sanitary protection.

Titled ‘Trapeze’, the brand’s latest TV spot juxtaposes a ‘stereotypical’ white leotard with the daring acrobatics of a real Trapeze artist. Shot from a first-person perspective, the creative builds on Bodyform’s Live Fearless brand positioning by following the gritty determination of a circus performer who doesn’t let her period hold her back.

The ad also features another ‘first’ for the category – an in situ product demonstration of a real sanitary pad being placed on underwear.

This is the latest move from Bodyform as part of its renewed focus in 2016 to challenge societal barriers in the feminine care category. Earlier this year, the brand launched a tongue-in-cheek Femojis petition to encourage more conversation around periods, followed by the release of its Red.Fit feature film, which secured acclaim amongst the world’s media for its bold portrayal of blood. The new ad develops this ethos to instead focus on sanitary protection.

Only a day after Myriad issued the release about the game-changing advert, the article has received a great response from national and trade media. Already, the story has been featured on MailOnline, Metro, Stylist, Cosmopolitan, Marie Claire and The Grocer.

Examples of the coverage can be found below: