BRAND STRATEGY
ALWAYS Discreet.
With "Let’s Talk About Bladder Leaks," Always Discreet transformed a stigmatized reality into a movement
for women’s dignity. The campaign’s radical honesty—featuring confident women laughing about leaks during sneezes, jumps, and workouts—rewrote the narrative around incontinence.
By rejecting shame with humor and science, it achieved what few feminine care brands dared:
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Normalized a universal but silenced experience
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Educated through candid demonstrations of product efficacy
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Empowered women to reclaim their freedom without apology
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The introductory Sales Kits were designed to imitate a portable dresser and portable closet to be carried and presented by the sales force to engage potential buyers.
By referencing the routine morning activity of picking out underwear from dresser drawers and closets, we reminded them that they are just as feminine,strong and desirable, regardless of what they're wearing underneath. More than a product launch, Discreet provided a cultural permission slip for women to speak openly about their bodies.
