1 in 3 women have bladder leaks
Always Discreet is looking to bring an internal conversation out in the open and support women who struggle with the shame and stigma of incontinence.
After auditing their digital presence, I discovered we had plenty of creative opportunities to position the brand as a trusted resource for incontinence while being more thoughtful about how we connect consumers to the right products.
The product line is robust—pads, liners and underwear in classic, boutique, and sensitive offerings—designed specifically for bladder leaks. However, there was almost no existing imagery that illustrated the product differentiators and benefits, target audiences, or brand personality. I pitched and sold the need for a brand asset library, which resulted in a three day shoot where we captured stills, videos, and GIFs.
As the creative director on the project, I concepted and led the shoot. Leveraging the new imagery, I executed and delegated creative for social assets, email campaigns, and a full responsive site redesign.
Strategy
Art Direction
Content Development
Social Media
UX + Web Design
It was very important that this project was approached with empathy and a level of realism not often seen in a drugstore brand. We selected a talent mix of actual incontinence sufferers and shot them in scenarios that reflected consumer pain points—laughing, sleeping, exercising, traveling, sitting on white furniture, drinking liquids, holding a child—to illustrate how the right protection can help you live confidently with bladder leaks.
We leveraged our new image library and the existing brand identity to create static and animated paid social assets hitting on product superiority and benefits
We reimagined the brand’s e-retailer experience through updated secondary images and poster-style enhanced content for each product, ensuring imagery is evocative and messaging is quick-hitting
