Thinx, Mischief Are Behind the Mysterious 'Moist Panties' Ads

According to a recent study by absorbent underwear brand Thinx and Ipsos' U.S eNation, 60% of Americans think that "moist" is the most cringeworthy word in the English language. The word "panties" is not far behind, managing to cause unpleasant shivers down the spines of 52% of the population. Alone, both words wreak audible havoc. Together, they reference a deeply unpleasant experience for menstruators that is rarely discussed publicly, which is why the brand teamed up with agency Mischief on a campaign that places the subject at the uncomfortable forefront in time for a product expansion. To create a stir ahead of the expansion of its collection of breathable, sweat-wicking micromesh underwear, Thinx posted unbranded OOH ads around Atlanta, Denver, Austin, Boston and New York that prompted onlookers to visit moistpanties.com. In addition, Thinx launched a mysterious TikTok account with a video that simply features a voiceover repeating the name of the site. https://www.tiktok.com/@moistpanties/video/7093152832357960962?_t=8S3oWs5JOFn&_r=1 When you finally visit the address, you're taken to a site with a playful, shoppable 404 error that says "moist panties not found." The stunt supports the brand's expanded line of breathable underwear, which now includes two new colors, the neutral Sand and Dusk, in addition to Electrolight, Superberry and Black in styles Hiphugger and Bikini. Just last year, the brand expanded its plus-sized offerings to include products up to 4X. Get over it Yes, the verbiage is likely to cause a few groans of displeasure. But the brief, cringeworthy moment pales in comparison to the actual daily experience that comes with damp, non-absorbent underwear, according to the brand and agency. “Thinx has a long history of shifting perspective when it comes to topics society still labels taboo," said Bianca Guimaraes, partner and ecd at Mischief, in a statement. "We wanted to normalize something that is happening to people every single second of every single day, yet still doesn’t get talked about—largely because we cringe hard when we hear these two words. Moist panties happen.” Still, the stigma around the concept is strong: while bodily fluids and underwear are normal (and not just associated with sexual innuendo), videos associated with the campaign were banned from national broadcast as they continue to run on streaming OTT. “Let’s keep the conversation around moist where it belongs—brownie recipes and skin care products," said brand ambassador and body positivity advocate Hunter McGrady in a statement. "As menstruators, nobody wants moist underpants, especially when we have our period. I’m proud to partner with Thinx on ‘Moist Panties’ to continue to break stigmas about period care and elevate conversations about what menstruators want, need and deserve, in the language that we like and understand." The 360 campaign includes content across social media, streaming and YouTube advertisements. Thinx Is Offering Plus Sizes. The Models Decided How to Promote Them.

AdFreak

Thinx and Mischief Partner for a Campaign That Gets Uncomfortable on Purpose

Mysterious TikTok and OOH postings lead to a conversation about menstrual care and stigma

Shannon Miller

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Shannon Miller