Fictitious case
Awarded a scholarship for best portfolio case by Spöket
Art Director: Evelina Lindahl
Copywriter: Lovisa Stode Ynghammar
Brief: Create a campaign concept that improves recognition for DivaCup’s main product, the menstual cup.
DivaCup was founded in 2003 by a mother and daughter team wanting a better choice in menstrual hygiene products. It's now the globally leading company in the menstrual cup market.
Their vision has always been to challenge the period status quo and lead an inner revolution for everyone with a period. That means discovering all the life-changing advantages to not using disposable period products. So what's the next step for DivaCup to keep their leading role in period activism and consistantly drive change?
By continuing as pioneers.
The campaign "it's the inside that counts" is informative and increases recognition, but most importantly shows blood and periods without being apologetic about it.
Because it's the inside that counts. Take care of yours!
Social media
No one’s here for badly timed leakage. That’s why we’re here to tell you that you can use your DivaCup for up to 12 hours at a time. Did we say 12 hours of leak free protection? Yes! And by the way, it’s a myth that period blood will attract sharks. They’re not interested in that. Just like you’re not interested in having your period leak anywhere.
A menstrual cup doesn’t absorb, it only collects. Unlike using tampons and pads, there’s no risk of drying out vaginal tissue or affecting your body’s natural flora. Don’t invite something in that will just suck you dry. Save that space for something way friendlier.
Video ad
PR Package
Gift bags containing a letter and a box of tampon-teabags are sent out to influencers.
The letter reads:
Hey,
We all know it’s cool to reuse and recycle. Unless you’re talking about some products that are definitely NOT reusable. Blergh.
Enjoy this lovely tea and let us spill some for you. A DivaCup is totally recyclable and can be used over and over again. In fact, switching to it will not only make you feel great inside—it’ll feel even better for your wallet. After 10 years you will have saved 94% of the amount of money you would’ve spent on disposable products instead.
And that’s the tea.
DivaCup, Join the inner revolution.
