This Underwear Brand Wants Women to Be Unapologetic About Peeing Themselves

Icon's "Piss Off" campaign celebrates bold, brave women

Thinx brand Icon debuts a campaign to celebrate unapologetic, brave women. Icon Undies

Sometimes women accidentally experience a little bit of leakage when they laugh or sneeze, especially after they’ve had a kid or two. Yeah, it’s a thing—a somewhat uncomfortable and taboo thing that women don’t openly talk about, let alone embrace. Pee-proof underwear company Icon (sister brand to period-proof underwear brand Thinx, which is known for its daringly taboo ads) is here to change that with its boldly titled “Piss Off” campaign.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@ktjrichards Katie Richards is a staff writer for Adweek.