Vintage underwear brand Thinx is pushing taboos in its marketing of a new line of super-absorbent pants after buying the moistpanties.com URL.
The bold play saw the brand rescue two of the English language’s most visceral words from web domain purgatory by placing them at the center of an outdoor (OOH), social, and web campaign that has previously been blocked by modest outreach. television.
Pushing the boundaries of supposed public decency and decorum, the taboo-busting campaign shatters language barriers as it drags the hated phrase from the darkest regions of the internet into the cold light of day.
Designed by Mischief @ No Fixed Address, the lightweight campaign promotes the benefits of breathable micromesh clothing through messages that are impossible to ignore.
Bianca Guimaraes, Partner and Executive Creative Director of Mischief, mastermind of Thinx’s award-winning MENstruation campaign, said, “Thinx has a long history of shifting perspective when it comes to topics that society still labels as taboo. We wanted to normalize something that happens to people every second of every day, but is still not talked about – largely because we cringe when we hear those two words. Wet panties are coming. But wet panties don’t have to happen with Thinx.
Crystal Zerrenner, Chief Growth Officer at Thinx, added: “Wet panties at all times – on and off your period – are a daily occurrence. We’re proud to launch another bold program that shines a light on women’s natural hydration every day and offers sustainable solutions to keep them cool and dry. After all, thanks to vintage Thinx moisture-wicking underwear, “wet panties” no longer exist.
The campaign was born out of a survey that found that 66% of Americans recoiled from the word “wet”, while more than half (52%) were uncomfortable with the word “panties”, which prompted Thinx to chain the two together for maximum impact.
The approach contrasts with an altogether more soothing campaign last year, which focused on ASMR sounds to sell the tight underwear.