Fear Not. Modibodi® Launches New Brand Platform to Dispel Period Fears with Fabric

Modibodi® is the original period underwear, driving innovation in the leakproof apparel category since 2013. Their product range is designed to look and feel just like your favourite underwear, swimwear and activewear; but features patented built-in leak protection technology.

Created by Fabric (part of the TBWA\Sydney Group), the new brand direction aims to position Modibodi as an aspirational lifestyle brand, designed to drive mass appeal amongst their next wave of customers. First expressed through communications, it will inform the next chapter of Modibodi’s product innovation, distribution, and brand experience.

The new ‘Fear Not’ platform challenges the category conventions in menstrual health – a space increasingly dominated by a painfully serious tone. Modibodi instead is embracing irreverent fun, celebrating moments where women can take life and periods less seriously.

Crafted for Gen Z audiences and Alpha audiences, the new direction recognises this cohort is environmentally engaged yet seduced by the new and now – not only in fashion, but in life experiences. The campaign scenarios seek to rewrite the narrative around fear of leaking, to provide reassurance that no matter your style or lifestyle choices, Modibodi offers comfort and a little extra confidence to help you go after whatever you want.

Says Keenan Motto, co-founder and creative partner of Fabric, “We wanted to portray women with the contagious confidence they get from wearing Modibodi with a fearless attitude. In this launch campaign, we land the spirit of ‘Fear Not’ by showing how Modibodi helps you overcome the most fear-stricken period situations, while tackling head on the barrier to product purchase for this generation. Whether it's fear of wearing white, leaking on sheets, being active or having VPLs; Modibodi is here to keep you safe from leaks so you can get back to living fearlessly.”

Says Justine Cusack, marketing director of Modibodi, “Today Modibodi exists in a significantly evolved cultural and category context from the one we disrupted a decade ago. Period underwear has seen widescale adoption and our evolved position reflects our vision for the future, which stretches beyond functional hygiene. We are excited to portray women rewriting universally experienced moments in a way that matches the sense of confidence our product brings to our customers” The campaign launched on May 6th in Australia and in the UK and will come to life across OOH, OLV, paid social, influencer and brand partner collaborations.