Why This Plan B Competitor Is Mimicking Your Morning After Group Chat

Julie wants to redefine emergency contraception by introducing the category to comfort

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In the latest campaign from emergency contraceptive brand Julie, two women desperately trying to avoid pregnancy battle it out in a drugstore aisle over whose boyfriend is less fit for parenthood.

This is a typical tone of voice for the company, which has fostered a sense of humor on social media with an audience that is equally eager to poke fun at their partners.

“Girls really don’t care who they’re banging until they have to see them as a father figure,” commented one user under an Instagram post of the spot.

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