The VIA Agency, based in Portland, Maine, has been named a new creative partner for Flex, a company that creates period products.
It will help Flex establish its personality and dispel stigma and awkwardness around periods by “creating reliability through humor.” Its first campaign is set to air at the end of April and will be Flex’s first ever mass awareness campaign, along with the most media dollars the company has spent so far.
VIA, known for its “Be an Outsider” work for L.L. Bean, won the business after a competitive pitch. Flex’s focus is on the Gen Z audience, carving out a niche in the period care market.
Sarah Blais, client strategist at VIA, said: “The way we talk to women about their periods has long been the butt of many an advertising joke—fields of flowers, blue goo, hushed tones, shades of pink—and we’re overdue for a new way to speak with menstruators. We are thrilled to partner with the incredible team at Flex to bring a fresh, honest take on the period care category and help make all menstruators feel seen.”