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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 campaign itself was born out of this idea that our customers are unruly women living in unruly bodies.