DivaCup

DivaCup, Global Launch

DivaCup is a menstrual cup. You may already know that, but a few years back when I helped pitch for the account, menstrual cups were shrouded in ignorance and suspicion.

But, as the menstruating members of the team discovered, DivaCup is revolutionary. It was time to demystify it. And take it mainstream.

I coined the tagline ‘The Inner Revolution’ and we launched the brand to the world on TV, online, radio, OOH. We took over their social feeds, website, Times Square, and the conversation, encouraging our 18-24 targets to challenge the period status quo.

The TV spot was adapted for the Korean, Latin American, French, Spanish, and the UK markets. Today, DivaCup is the world’s #1 selling menstrual cup and the revolution is going from strength to strength. I worked on the account as a writer and sometimes as Creative Director.