Why Thinx Is Using a PMS Truck to Grow Its Customer Base

The 'fearless bleeding' stunt aims to increase brand awareness

Thinx is selling its period-friendly underwear, but also educating consumers about the product. Instagram: shethinx
Headshot of Katie Richards

Whether you menstruate or not, you’ve probably heard of Thinx, the period-friendly underwear for humans with periods. The brand’s striking subway ads in New York made headlines, both for their taboo nature and their diversity.  In other parts of the country, however, Thinx isn’t quite as well known—but their new traveling “fearless bleeding” PMS truck may change that.

Thinx collaborated with industrial and experiential design company Visibility to create a PMS truck that is in the process of visiting a total of three cities: Chicago, Denver and Dallas. Over four days, visitors can step inside the truck and shop for Thinx products, learn more about the brand and participate in a handful of daily activities–from one-on-one meetings with a period specialist to happy hours to Yoni breathing sessions.

“We are not just a company that is trying to sell our product,” Thinx CEO Maria Molland Selby said. “We are trying to actually educate all types of women with periods in terms of health and wellness associated with our product. We’re an underwear company, but we are also an education company.”

Gaining awareness in new markets is certainly a goal, but Thinx also wants to connect with and educate consumers about their product. While the brand’s striking imagery can grab your attention on the subway or on social media, period-proof underwear is still a new concept that needs some explaining.

“Most people, outside the early adopters, think [the product] is kind of gross, like, ‘I’m going to be bleeding into my underwear?'” Selby explained. “[Thinx is] not a product that we can sell on Amazon or even on our own website and have people understand. We really need to get out there, create experiences and tell our story.”

The truck has already stopped in Chicago and Denver; it hits Dallas today. Selby noted that the team selected the three cities by looking at places where the brand doesn’t have a huge presence, but there’s a growing audience for the period product.

Thinx also took a look at Whole Foods data in different cities “to look at overall store footprints,” she added; they found that people in the chosen cities are “interested in their health and they care about the environment” which means “they’re going to be more naturally inclined to be more excited about our product.”

Another factor for the brand was finding spots where people fall across the political spectrum. “We wanted to test how our message would appeal to women across the political spectrum, again, because our goal is to unite people with periods rather than to isolate them based on politics or religion,” Selby said.

@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.