Stayfree, a renowned menstrual hygiene brand, has launched a new digital campaign to emphasize the importance of using different pads for period days and nights. The campaign, conceptualized by DDB, introduces Stayfree Secure Nights pads, designed with a wider back and longer length to provide up to 100% leakage protection for a worry-free sleep during periods.
According to a study by IPSOS Research Private Limited, 42% of the 2294 women surveyed reported that they sleep differently on heavy flow days. This insight has driven Stayfree to address the discomfort many women experience during period nights. The new Stayfree Secure Nights sanitary napkins are designed to offer twice the coverage with their longer length and wider back, ensuring up to 100% leakage protection. The cottony soft cover adds to the comfort, preventing irritation and allowing for a restful night’s sleep.
The new digital film by Stayfree captures the real difficulties women face during period nights. It portrays a woman struggling to find a comfortable sleeping position due to the fear of leakage and staining. The narrative shifts as she discovers Stayfree Secure Nights, which allows her to sleep in any position without worrying about leaks. The film effectively communicates the importance of choosing the right pad for nighttime protection and comfort.
Manoj Gadgil, vice president of marketing and essential health business unit head at Kenvue, explains, “As a brand, we understand that period nights often force women to sleep in one position due to fear of leakage and staining. This adds to the discomfort women experience during their periods. Stayfree Secure Nights pads are designed to solve this issue with a superior cottony soft pad that is longer and wider in the back, providing up to 100% protection from leakage and staining while sleeping. Our latest campaign aims to offer a solution to women’s nighttime leakage worries during periods, allowing them to sleep worry-free through the night.”
The Stayfree Secure Nights campaign will be featured across various platforms including YouTube, Meta, and leading OTT channels, ensuring that the message reaches a wide audience and helps women understand the benefits of using the right pad for different times of the day.
Stayfree’s new campaign for Secure Nights pads is a significant step in addressing the unique challenges women face during period nights. By highlighting the importance of using specialized pads for nighttime protection, Stayfree aims to provide women with the comfort and confidence they need to have a restful sleep during their periods. The campaign not only promotes a superior product but also reinforces Stayfree’s commitment to women’s health and well-being.
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