Context
Menopause was having a moment, and every brand wanted a piece of it. Brands were cashing in on struggling women faster than they were actually helping them. Bonafide was different: a clinically studied, hyper-targeted solution about to launch at Target. The challenge was proving it deserved the shelf space and a reason-for-reach. Strategy
"Relief for Every Woman" was an awareness campaign built on the power of numbers. Menopause hits 6,000 women a day, so we made that number impossible to ignore. Then we showcased the impressive clinically-researched stats foundational to Bonafide. We also moved the creative away from stereotypical, comedic clichés of women sticking their heads in freezers, and told a more empowering story women could genuinely relate to.