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.

@ktjrichards Katie Richards is a staff writer for Adweek.